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This study is to identify the roles of modularity in mass customization which influences the customer loyalty. The construct of modularity consists of 3 sub-constructs as follows: variety, facility, quickness.
There are 4 hypotheses.
H1 : The variety of modularity has influence on mass customization positively
H2 : The facility of modularity has influence on mass customization positively
H1 : The quickness of modularity has influence on mass customization positively
H1 : The mass customization has influence on customer loyalty positively
As a results of empirical testing, above all hypotheses are accepted, but H2 is marginally accepted in 10% significance level.
The implication of this study is that marketer should use variety and quickness of modularity to attain the good perceived mass customization of consumer.

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