Stefan R. Thallmaier's investigation enables mass customization
businesses to better understand how co-design increases customers'
value perception. He focuses on the increasing proliferation of
service channels (online, mobile and in-store) and digital media
(toolkits, social media and live help) at the co-design interface.
Based on qualitative and quantitative research, the author examines
how this proliferation impacts customers' value perception in the
different stages of the co-design process. The research shows that
customers' value perception profits from varying levels of social
presence throughout the co-design process. The work helps
researchers and practitioners with surprising insights as well as
hands-on recommendations to improve and adapt interfaces for
customer co-design.
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