• Journal of Service Research and Studies
• /
• v.13 no.1
• /
• pp.159-175
• /
• 2023

Mass production has long been the most important production paradigm in establishing a company's strategy as a method of producing various products. However, mass production cannot now be the most important paradigm as companies' competitive environment and consumer needs diversify. In particular, consumers' needs are becoming more diverse and rapidly changing, making it difficult for companies to respond to consumers' needs. Mass customization is the most notable paradigm reflecting this trend, and mass customization aims to produce a variety of products tailored to the needs of customers at a low cost. In this study, the theory and concept of a product architecture system were used to specify a method of realizing mass-customized services, and a case study was conducted focusing on the internal furniture model of a camping car. In particular, unlike previously when companies developed product platforms and modules focusing on productivity, a method of developing and configuring product platforms and modules was suggested by reflecting consumer requirements first, and its effectiveness was considered. As a result of the study, it was confirmed that it was effective in replacement, recyclability, line-up, and chargeability by designing through internal factors of the product architecture system and verifying the effectiveness of the results with external factors. It is expected that further empirical research will be led through a design process using a product architecture system in the future.