A COMPARISON OF PRODUCT PERSONALIZATION AND PRODUCT CUSTOMIZATION: A CONCEPTUAL FRAMEWORK

Abstract

Personalization is the adaptation of products or services to the preferences of the customer in terms of some features. Individualization in products and services is called product personalization when it is initiated by the company and product customization when it is initiated by the customer. In this study, product personalization and product customization are discussed and compared as two different personalization concepts. Based on literature review it is pointed out that whereas product personalization is a process initiated by the company, based on customer data, where the control is in the company and focused on personalized experience; product customization is a process initiated by the customer, based on customer preferences, where the customer is in control, focused on the flexibility and options of the user.