CUSTOMIZATION AND PERSONALIZATION: DRIVING ENGAGEMENT AND LOYALTY IN THE DIGITAL MARKETPLACE

Purpose:The purpose of this paper is to systematically review the literature available on the concepts of customisation and personalisation within the framework of digitised market structure. Being a customer-centric era, the research aims at analysing and evaluating the impact of these strategies on customer engagement and customer loyalty, considering the current trends, implications and challenges. The paper also delves into the role of Artificial intelligence and technological advancements in shaping branding strategies. Design/methodology/approach:The Systematic Literature Review (SLR) method is used to critically evaluate the existing literature on personalisation and customisation in branding. The in-depth study of various relevant academic work provides a clear and holistic understanding of the topic. Findings:The digital era has revolutionised the approach and the experience that the companies are providing to the customers. Personalisation and customisation backed up with Artificial intelligence are playing a major role in increasing the customer satisfaction by providing tailored products and services. This ultimately impacts the customer connections and loyalty towards the brands in a positive way. Although a major challenge is the existence of privacy concerns due to personalisation. The marketers can overcome this by balancing this concern with the privatisation and standardisation. Practical implications:The marketers should utilise the consumers' demand with the help of customer interactions to effectively craft their branding strategies and increase customer engagement and loyalty.