The potential to reconcile economic benefits to the firm with the social needs of customers has made commercial virtual communities a popular tool for companies to support their core products/service with a value-added service option. An important key to the success of such a virtual community...

In today’s technological environment, rapid advances have considerably increased the number of service delivery options available to companies. Consequently, in addition to the traditional network of channel intermediaries, many firms have established Customer Interaction Centers (CICs) to...

Increasingly, firms allow consumers to mass customize their products. In this study, the authors investigate consumers’ evaluations of different mass customization configurations when asked to mass customize a product. For instance, mass customization configurations may differ in the number of...