Mass Customization strategy and its impact on product quality
Analytical study of the views of a sample of employees AL-Hillah textile factory
A Thesis Submitted
By
Thakaa Diaaha AL-Sltani
To
The Council of The College of Administration & Economics University of Karbala it is a part of Requirements to get the master’s degree in the Science of Business Administration Which l reduced By the Student
Supervised by Assistant Professor
Dr. Mahmoud Abdul Ali Fahd al-Dulaimi
Abstract
This study aims to address the topic of Mass Customization strategy, which is represented in the following (adaptive strategy, cosmetic strategy, cooperative strategy, transparent strategy), and its impact on product quality in its dimensions (performance, reliability, durability, conformity, serviceability, perceived quality, aesthetic) In Hilla Textile Factory
Mass Customization One of the basic techniques related to the implementation of the manufacturing strategy, which is assembling for the purposes of demand and means providing products according to the customer’s preferences by collecting some parts and components after receiving customer requests . The study also aims to determine the extent of the impact of the broad recommendation strategy in achieving product quality, The extent to which workers in Al Hilla Textile Lab adopted the concept and dimensions of the Mass Customization strategy, determining the perception of employees in the Hilla textile factory on the concept and dimensions of product quality, clarifying the level of the relationship between the Mass Customization strategy and its dimensions and product quality, measuring and determining the effect of the Mass Customization strategy and its dimensions on product quality.
In light of this, the researcher distributed questionnaires to the study sample, which numbered (497), data was collected, analyzed, and hypothesis tested using the statistical package of social sciences.( SPSS) and many statistical methods were used to achieve the goals of the study, such as multiple regression analysis and simple regression. After conducting the analysis of the study and its hypotheses, the study reached a set of results, the most prominent of which are: There is a statistically significant effect with a significant level(0.05) For the Mass Customization and all its strategies on product quality in all its dimensions in the researched laboratory.
The researcher has reached several conclusions, the most important of which is the clear interest in the dimension of the cosmetic strategy in the sense that the sample sees the product puts the acquisition of the needs and desires of the customers when filling and packaging the product it produces, and thus works to produce a product that satisfies customers in a standard way and the way the product is presented and the external appearance of the product presented in a recommended way.
The study came out with several recommendations, the most prominent of which is the need for laboratory management to take care of the cosmetic strategy variable and give it priority because the product’s reliance on CAD systems in order to provide a beautiful-looking product is effective but needs continuous development.
