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The nature of choice in mass customized house building

Schoenwitz, Manuel, Naim, Mohamed Mohamed ORCID: and Potter, Andrew Thomas ORCID: 2012. The nature of choice in mass customized house building. Construction Management and Economics 30 (3) , pp. 203-219. 10.1080/01446193.2012.664277

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There is a need to explore the actual uptake of specification options by clients in the context of the self-build housing industry. In so doing all the components in a house that can be customized were categorized so as to highlight the features that must be customizable and those that can be standardized. Through a longitudinal study of a German house builder, data from 16 projects over a 35-year time horizon have been collected. The extent of choice made in these projects has been determined by comparing the original standard building specification with the actual finalized fit-out specification of the project. In scrutinizing the collected data it became apparent that the number of changes made by the clients increased considerably over the timespan studied. More importantly, clients appreciated the freedom of choice as they were prepared to spend increasing amounts on customization. In particular specification options were made in the sanitary, internal design and façade categories. Moreover the results revealed that offering a high degree of choice is appropriate for most, but not all, components for the case house builder. Key areas for choice include those relating to sanitary ware and the façade.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Centre for Advanced Manufacturing Systems At Cardiff (CAMSAC)
Subjects: H Social Sciences > H Social Sciences (General)
N Fine Arts > NA Architecture
T Technology > TH Building construction
Uncontrolled Keywords: Case study, customer satisfaction, mass customization, personalization
Publisher: Taylor & Francis
ISSN: 0144-6193
Last Modified: 21 Oct 2022 09:20

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