Customer customization: literature review and future prospects

As an important customer value strategy for enterprise development, customer customization is of great significance to the growth of customer satisfaction and enterprise revenue. Since the 80s of the 20th century, many scholars have carried out extensive research on the definition of customer customization and the research mechanism. In recent years, with the vigorous development of digital technologies such as artificial intelligence, big data, and cloud technology, customer customization is facing new opportunities and challenges. Therefore, it is necessary to conduct a systematic review of the customer's customized Chinese and English literature. This paper systematically sorts out and comprehensively analyzes the customer customization strategy from three aspects: the connotation, mode and influence results of customer customization, and looks forward to the future research direction.