A Bibliometric Analysis of Research Trends on Customization to Improve Consumer Relationships

This bibliometric analysis examines the evolving landscape of customization research from 2013 to 2023, concentrating on the consumer perspective and its effect on company performance. The research adopted a comprehensive approach, gathering primary data from the Google Scholar database, resulting in a final sample of 43 research articles. The methodology employed was a systematic review following the Preferred Reporting Items for Systematic and Meta-Analysis (PRISMA) approach, which facilitates a thorough search and a transparent breakdown of objectives, methods, and conclusions. The analysis included trends by publication year, co-occurrence and co-author analyses, and the most cited articles, highlighting key themes and leading authors in the field. The results indicate a significant increase in research output by 2023, suggesting a renewed or heightened interest in customization topics. The most cited articles encompass a broad spectrum of subjects related to customization, including its impact on performance, customer attitudes toward customized products, and cross-country differences in the effectiveness of mass customization. Additionally, co-occurrence analysis identified 20 clusters and keywords linked to consumer behavior, customization, innovation strategy, and e-commerce, yielding insights into themes such as consumer satisfaction, service innovation, and consumer preferences. In conclusion, this study enhances the understanding of how customization strategies can influence consumer behavior and preferences across various market segments. It underscores the need for further exploration of the impact of customization on consumers' perceived value and satisfaction across different industries and cultural contexts. The findings also emphasize the significance of examining the effectiveness of customization in addressing choice overload, customer satisfaction, and service innovation. This research provides valuable insights for academics, practitioners, and policymakers aiming to strengthen relationships with consumers through customization strategies.