Abstract
The provision of customized services/products at competitive prices is amongst the highest business priorities. Increased travellers’ sophistication and ICT advances are also challenging the mass customization (MC) ability of online firms. However, as more and more online travel firms arc adopting MC and customers are becoming used to and expect MC, the competitive value of MC is decreasing. This paper aims to identify the types and dimensions of MC and then provide some preliminary evidence of their customer value. The study adopts a customer centric approach for defining MC types and evaluating user impact of MC strategies within the context of travel information services. Directions for future research are also provided.
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© 2006 Springer-Verlag Wien
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Sigala, M. (2006). A Framework for Developing and Evaluating Mass Customisation Strategies for Online Travel Companies. In: Hitz, M., Sigala, M., Murphy, J. (eds) Information and Communication Technologies in Tourism 2006. Springer, Vienna. https://doi.org/10.1007/3-211-32710-X_19
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DOI: https://doi.org/10.1007/3-211-32710-X_19
Publisher Name: Springer, Vienna
Print ISBN: 978-3-211-30987-2
Online ISBN: 978-3-211-32710-4