User involvement for effective customization: an empirical study on voice networks

This paper addresses the role of customer involvement in effective customization of projects, products, or services. Relationships between variables such as project effectiveness, user involvement, supplier efficacy for service to the client, and project complexity are studied. The conditions necessitating involvement are also explored. The case of voice network customization is examined. A questionnaire is designed to measure the variables of the study. Factor analysis gives two factors of project complexity: project size/cost; and user inexperience. Findings provide evidence that user involvement is positively related to network project effectiveness. Supplier efficacy for service is positively and significantly related to user involvement and project effectiveness. The implication is that suppliers with a service-orientation can motivate user involvement and achieve client satisfaction, In addition, user inexperience is positively related to user involvement showing the importance of learning as a motivator for customer participation