| Summary: | 博士 === 逢甲大學 === 商學博士學位學程 === 107 === The dissertation focused the investigation of the impact of systems-thinking principles (Seddon, 2003) on operationalizing the ‘mass customization’ capability of student services in higher education institutions (HEIs). A mixed research design (Tashakkori and Teddlie 1998) with both quantitative and qualitative data sources were employed for achieving the objective of the research. The value of this research was the introduction of a conceptual model that could operationalize ‘mass customization’ (MC) in universities to deliver customized services for students as individuals. The research also made a big contribution to the fulfillment of the gap of MC in service operations (Da Silveira et al, 2001). Another major contribution of this study was to be able to respond to the need of academic discussion of systems thinking approach (Jackson, 2009) supported by empirical evidences from European and Asian universities, which are using systems-thinking approach to offer mass customized services (MCS) for students. As a result of the service superiority, universities not only could create value for students but also could gain the competitive edge over their rivals in terms of student experience and administrative efficiency (Dunnion and O’Donovan, 2014) in the context of globalization with strong competition among higher education institutions.
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