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Flight Catering: An Investigation of the Adoption of Mass Customisation

Published online by Cambridge University Press:  23 February 2012

Yevvon Yi-Chi Chang  and
Peter Jones
Yevvon Yi-Chi Chang
Affiliation:
Kainan University, Taiwan.
Peter Jones*
Affiliation:
University of Surrey, UK. [email protected]
*
*Professor Peter Jones, School of Management, University of Surrey, Guildford GU2 7XH, UK.
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Abstract

Mass customisation (MC) is a well-established paradigm in many sectors of industry. The reason for this study was that flight catering appeared to be the first sector of the hospitality industry to be adopting MC. There was a prima facie case that it was introducing many of the features of mass customised products and services — agile manufacturing, lean production, just-in-time inventory, modularity, and flexible labour practices. In particular, the specific MC mode (MacCarthy, Brabazon, & Bramham, 2003) adopted by this industry is identified as ‘flexible resource call-off MC’ and is established as a model of the operational process with the flight catering industry. The research concludes that although most elements of mass customisation are evident in flight catering, the MC paradigm has not been fully adopted.

Type
Articles
Information
Journal of Hospitality and Tourism Management , Volume 14 , Issue 1 , 01 April 2007 , pp. 47 - 56
Copyright
Copyright © Cambridge University Press 2007

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