African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4150

Full Length Research Paper

Mass customization in design of service delivery system: Review and prospects

  Jue Chen* and Yunhong Hao        
The Tourism and City Management School, Zhejiang Gongshang University, No.18, Xuezheng Str., Xiasha University Town, Hangzhou 310018, China.
Email: [email protected]

  •  Accepted: 21 April 2010
  •  Published: 30 June 2010



The paper intends to present clear pictures of research evolution in two research domains based on a thorough literature review: The service system design and mass customization areas. It identifies a necessity for integrating these two areas, which adopted the concepts of mass customization to guide the service delivery system design to cope with the traditional operation dilemma. This could lead to a new research area for exploration with both great industrial and academic significance. The paper finally presents brief research suggestions to stimulate further research efforts in application of mass customization in the service delivery system design at both macro and micro level from an integrated product/process view.


Key words: Mass customization, service delivery system, modularity, postponement.