Mass Customisation of Services and Processes Based on Fuzzy Cognitive Maps

Abstract

This chapter draws on the theory of fuzzy cognitive maps (FCM) to propose a modelling approach for mass customisation (MC) of services. The proposed model integrates concepts from service quality and customer preferences with business process and IT capabilities models. The model presented in this chapter is, to the best of our knowledge, the only fuzzy service model for MC that provides the means to consider the business objectives for service customisation, associate them with specific business areas, and suggest opportunities for MC. In contrast to other service designs and management approaches, the proposed model is dynamic, exhibits flexibility and responsiveness to environmental changes and customisability to specific organisational contexts, and allows the development of planning scenarios.