The Influence of Product Modularity on Customer Perceived Customization: The Moderating Effects Based on Resource Dependence Theory

Shuang (Sara) Ma, Yonggui Wang, Dahui Li

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

In order to satisfy the specific needs of customers, customization becomes increasingly important to a firm. Once firms adopt product modularity strategy, they may not always have enough motivation to implement customization strategy since more effort and resources are needed in doing so. Based on resource dependence theory, we tested our hypothesis using dyadic survey data from both customer and supplier sides, combined with the objective data. It is found that product modularity is negatively related to customer perceived customization (CPC), which in turn increases customer satisfaction and project cost. Shared vision attenuates the negative effect of product modularity, while supplier mobilization capability intensifies the negative effect of product modularity.

Original languageEnglish (US)
Pages (from-to)889-901
Number of pages13
JournalEmerging Markets Finance and Trade
Volume55
Issue number4
DOIs
StatePublished - Mar 16 2019

Bibliographical note

Funding Information:
This work was supported by National Natural Science Foundation of China [71502006], and Key project of Beijing Social Science Foundation [15JDJGA044]. All authors contributed equally.

Funding Information:
This work was supported by National Natural Science Foundation of China [71502006]? and Key project of Beijing Social Science Foundation [15JDJGA044]. All authors contributed equally.

Publisher Copyright:
©, Copyright © Taylor & Francis Group, LLC.

Copyright:
Copyright 2018 Elsevier B.V., All rights reserved.

Keywords

  • CPC
  • customer control
  • product modularity
  • resource dependence theory
  • supplier mobilization capability

Fingerprint Dive into the research topics of 'The Influence of Product Modularity on Customer Perceived Customization: The Moderating Effects Based on Resource Dependence Theory'. Together they form a unique fingerprint.

Cite this