Key Factors in the Success of the Customization of Products in Taiwan

Purpose –The goal of an company is to produce products that can satisfy their consumers. The purpose of this study is to explore the key successful factors of the product customization in Taiwan and how to improve it. Design/methodology/approach – Based on the three constructs and 12 principles concluded from the past research and using DEMATEL in combination with ANP, this study explores the related influence and weights among these key successful factors. Findings – Research results demonstrate that, in the phase of constructs, consumer behavior possesses the highest level of influence. In the phase of principles, consumer environment and product prices are regarded as the key successful factors that have the highest influence and affected level. In addition, product prices are the most critical principle. Originality/value – This study find out the key successful factors of the product customization in Taiwan and propose suggestions for business and academic research to make reference to relevant research topics for future customization.