Scenario-Driven Configuration Systems – Examining the Influence of Product Types and Mind States on Customer Satisfaction in Product Configuration Processes

Potential customers leave product configuration processes before completion for a variety of reasons. Using Social Cognitive Theory, explanations for this behavior are derived based on the two dimensions of 1) customer mind states within the process, in combination with 2) type of product to be customized. It is shown, that both dimensions have considerable impact on why customers abort configurations at various stages throughout the process. Product configuration system models therefore need to be stronger aligned with the products they are later supposed to be used for instead of providing all-purpose functionality. As a result, scenario-driven models and strategies for enhancing customization are provided. Counter intuitively, technically more advanced models do not necessarily increase customer satisfaction in all application scenarios.