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Seiji Endo
Department of Marketing, School of Business Administration,
University of Mississippi, University, Mississippi, USA, and
Doris H. Kincade
Apparel Design and Merchandising Program, Department of Apparel,
Housing, and Resource Management,
A University Exemplary Award Department, Blacksburg, Virginia, USA
Abstract
Purpose – The purpose of this paper is to provide insight into the environment of the onlineshopping process for mass customization (MC) in long-term relationships (LTRs) between a firm andits customers. Specifically investigated is why some consumers are initially willing to purchase MCproducts online and what makes them purchase again. Conversely, the paper looks at why some arenot interested in purchasing MC products again.
Design/methodology/approach – This paper utilizes a qualitative research method. In-depth
were conducted to reveal information about the relationship between a firm and itsconsumers. In total, 20 participants evaluated the online shopping process, the firm’s web site, theproducts they received and their overall shopping experience.
Findings – The major findings provide interesting evidence regarding consumer behaviors in theonline shopping process for MC products. Three types of customers were identified: apatheticconsumers who are not interested in purchasing MC products again; ardent consumers who areinterested in purchasing MC products as well as mass-produced products; and holistic consumers whohave essential needs that can be addressed with MC products.Practical implications – The findings give valuable insights to firms which are interested inproviding MC products and establishing LTRs with their customers.
Originality/value – This study identifies ideal potential customers and their needs for MC productsin the context of online shopping in LTRs, and utilizes a new approach by combining in-depth
interviews with the valuation of the genuine MC products that participants were able to order. Noprevious research was found that used this approach to investigate consumer behavior regarding MC.

Keywords Internet shopping, Mass customization, Shoes, Relationship marketing

Introduction
Shorter product life cycles, increased product varieties, greater customization and moreknowledgeable consumers have all contributed to currentmarket pressures.To respond tothe competitive market environment, scholars and practitioners have emphasizedmaintaining relationships with customers and providing them with more customized
products. This relationship would create customer value and a competitive advantage(Ravald and Gro¨nroos, 1996; Gro¨nroos, 2004; Peppers and Rogers, 2004; Simonson, 2005).The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1352-2752.htm
Mass
customization
275
Qualitative Market Research: An
International Journal
Vol. 11 No. 3, 2008
pp. 275-294
q Emerald Group Publishing Limited
1352-2752
DOI 10.1108/13522750810879011
Long-term relationships (LTRs) are the nature of relationship marketing (RM) (Gro¨nroos,
1997;Addis andHolbrook, 2001). Therefore, in seeking LTRswith customers, firms spendextensive time and resources trying to collect information about their consumers (Goldharet al., 1991; Martin and Matlay, 2003; Cox and 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。