This study defines mass customization (MC) characteristics to be prioritized in the design of mass customized services. We propose a classification of mass customization characteristics in the services customization area based on MC enablers and service enablers. These enablers are related using the house of quality matrix from QFD (quality function deployment) and are rewritten after gathering importance inputs from managers familiar with the service under consideration, using a reverse QFD procedure. Using this method, it is possible to determine the main characteristics to be considered in a mass customized service. Two case studies are presented to exemplify the proposed methodological steps, one in an electricity distribution company and another in a private university.
Mass customization; Service; QFD
