Assessing the impact of product customization on improving customers experience of IKEA in Finland

Abstract

This study examines how product customization impacts customer experience at IKEA Finland, addressing the challenge of balancing mass production efficiency with growing consumer demands for personalization. As Finnish consumers increasingly value sustainability, design aesthetics, and individualized solutions, understanding customization effectiveness becomes critical for maintaining competitive advantage in this mature market.

The research employs a mixed methods approach combining quantitative surveys with 103 respondents and qualitative interviews to examine customization experiences. Drawing on Experience Economy framework, Self-Congruity Theory, and Technology Acceptance Model, the study analyzes how different customization types, digital tools, and demographic factors influence customer satisfaction, engagement, and loyalty at IKEA Finland.

Findings reveal collaborative customization as both most preferred (39.81%) and most effective for creating superior experiences. Digital tool ease of use emerges as the strongest satisfaction predictor (β=0.4222, p<0.001). While overall satisfaction rates are high (4.61/5), the moderate Net Promoter Score (16.5) indicates opportunities for improvement. The research identifies significant demographic variations in customization preferences and highlights needs for Finnish-specific adaptations including authentic materials and climate-responsive solutions. These insights provide strategic guidance for enhancing customization offerings to convert satisfied customers into active brand advocates.