Design for Mass Customisation in Higher Education: a Systems-Thinking Approach

Duong Thuy Pham () and Ayham A. M. Jaaron ()
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Duong Thuy Pham: Fengchia University
Ayham A. M. Jaaron: An-Najah National University

Systemic Practice and Action Research, 2018, vol. 31, issue 3, No 3, 293-310

Abstract: Abstract The point of this research is to investigate the impact of systems-thinking principles (Seddon 2003) on operationalising the ‘mass customisation’ capability of student services in higher education institutions. The research empirically contributes to student-service mass customisation in higher education through the findings of a case study conducted at the admission and academic registry service department of one of the UK’s leading universities. A qualitative methodology was employed with the use of semi-structured interviews, focus group, observations, and documentation supplements. It was found that the principles of systems-thinking are positively related to enhancement of mass customisation capability through the realisation of three different levels of service mass customisation determinants. These three levels are: employee level (i.e. micro determinants); operational level (i.e. meso determinants); and functional level (i.e. macro determinants). A conceptual model was developed to explain the relationships among these three organisational levels, supported by empirical evidences. The value of this paper is the introduction of a conceptual model that could operationalise ‘mass customisation’ in universities by integrating human resources, operational and functional dimensions in a systematic design to deliver customised services for students as individuals.

Keywords: Mass customisation; Higher education institutions; Systems-thinking; Service delivery system; Student services; Service operations (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1007/s11213-017-9426-7

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