Paper Title
Correlates of Service Delivery System Design and Mass Customization: An Empirical Validation in Taiwan

The research examines the correlates of service delivery system design and mass customization through the “One-Stop Service” model, which has been applied in a foreign language center at one of the most dynamic universities in Taiwan.A mixed research design with Structural Equation Modeling (SEM) analysis to test the research hypotheses and the interviews after hypothesis testing results to avoid Omitted Variable Bias (OVB) was employed for achieving the objective of the research.The value of this research is to provide an empirical evidence of the positive impact of systems-thinking principles (Seddon, 2003) on the operationalization of the mass customization capability of student service delivery in three different levels: micro, meso and macro systemic design.Two major controlling variables including the top management support and the size of service department/ institution were added to the original model developed by Pham and Jaaron (2017) in order to clarify the relationship between service delivery system design and mass customized service capability.The research also makes a big contribution to the fulfillment of the gap of Mass Customization in service operations and as well responds to the need of academic discussion of systems thinking approach. As a result of the service superiority, universities could not only create value for students but also gain the competitive edge over their rivals in terms of student experience and administrative efficiencyin the context of globalization. Keywords - Service delivery system design (SDSD), Mass customization (MC), Mass Customized Services (MCS), Structural Equation Modeling (SEM), One –Stop Service (OSS)