THE IMPACT OF MASS CUSTOMIZATION STRATEGIESONUSERSIN THE CONTEXT OF EXPRESSION, IDENTITY, ANDSATISFACTION

Abstract

: The homogeneity of mass products often results in anonymity and detachment fromthe objects that surround our lives, resulting in an ever-increasing demand for products with diverse tastes, preferences, andpersonalities. This study aims to identify the impact of customization strategies on customers in terms of self- expression, personal identity, and satisfaction. Conducted within the framework of mass customization theory, this study employs qualitative analysis by applying phenomenological research methods, thereby enablingusto explore customer views and gather invaluable insights. Research findings reveal that customers valueastructured, sequential approach to customization, where clarity of the process increases their engagement andsatisfaction. In addition, the decision-making process serves as a symbol of individuality. Elements suchasthe ability to personalize products, a wide range of design options, and the inclusion of aesthetic appeal not only increase customer satisfaction but also emphasize the important role aesthetics plays in customization. The conclusions in this study recognize customization as a powerful tool for facilitating individual relationships and self-expression in the realm of mass commodities. Furthermore, this study adds toknowledge in the field of product development and marketing, with an emphasis on the importance of product customization for them. Keywords: Customization; self expression; personal identity; mass product; user satisfaction.