The study of cooperative relationships and mass customization

Purpose – This paper aims to examine the interrelationships among cooperative relationships (CRs), mass customization (MC), and organizational performance using structural equation modeling (SEM) methodology.Design/methodology/approach – The research framework investigates the mediating roles of MC in enhancing organizational performance. The CRs are the drivers in the model. CRs can be measured using two sub‐constructs – customer integration (CI) and supplier integration (SI). The surveyed data are collected from 220 manufacturing firms. The SEM methodology is used to develop valid and reliable instruments to measure these constructs and test the hypothesized relationships described in the framework.Findings – The results reveal that firms with high levels of CI were more successful at MC compared to those with low levels of integration. Firms that involve customers in the creation of goods and services might have the ability to understand and respond to customer needs quickly, thereby enabling them to r...