Mass customization in food services

Abstract

• The study explores the role of mass customization in customers’ value perceptions and examine the moderating role of social influence and consumption motivation that strengthen or weaken the relationship between the level of mass customization and customers’ value perceptions. • Also, this study examines whether mass customization has any impact on repurchase intentions through the mediating effects of perceived value and customer satisfaction. • The results of the two experimental studies analyzed using the PROCESS program provide the new insights into what are the influencing factors that affect food consumption behaviors and responses of consumers social and solo dining. This study examines the effect of mass customization (MC) on perceived value in food services and tests whether perceived value is higher in food services with a customized menu than a fixed menu. The study also examines moderating effects of social influence and consumption motivation. In Study 1, a 2 (customization: low vs. high) × 2 (social influence: dining alone vs. together) between subject experiment was conducted sequentially with two types of food consumption motivation (utilitarian vs. hedonic consumption situation). The result shows a significant moderating effect of consumption motivation on the relationship between MC and perceived value. Study 2 shows that perceived value and satisfaction mediate the relationship between social influence and repurchase intentions. In addition, the result shows that consumers eating alone have higher levels of functional value perceptions, satisfaction, and repurchase intentions than those eating together.