顾客定制:文献述评、整合研究框架与未来展望

Customization:Literature review,integrated research framework and future directions

顾客定制作为企业发展的重要顾客价值战略,对于顾客满意度的提升和企业收益的增长具有重要意义.人工智能、大数据、云计算等数字化技术为企业的顾客定制实践及相关的学术研究带来了新的机遇与挑战.基于这一背景,本文从顾客定制战略的内涵、表现形式、顾客定制能力的影响因素、顾客定制战略的影响结果及其作用机制、以及顾客定制战略实施效果的边界条件等方面研究内容对顾客定制的中文与英文文献进行了系统梳理和综合剖析,并以此为基础构建了顾客定制的整合研究框架,进而从数字时代顾客定制战略的创新表现形式、影响结果、影响因素及其作用机制以及数字环境下顾客定制的新形态等四方面对顾客定制未来可能的发展方向进行了展望,以期为发展更加深入系统的顾客定制理论提供借鉴,并为理解和指导企业的顾客定制实践提供启示.

Customization,as an important customer value strategy for corporate development,is of great significance to the improvement of customer satisfaction and the increase of firm revenue.As digital technologies such as artificial intelligence,big data,and cloud computing develop quickly,firms' customization practices and related academic research meet great opportunities and challenges.Based on this background,through systematic and comprehensive analysis of Chinese and English literatures on customization,this paper clarifies and analyses the definition and patterns of customization,the key influencing factors of customization capabilities,the performance outcomes and the corresponding theoretical mechanisms of customization strategy,and the boundary conditions of the effectiveness of customization strategy.On this basis,this paper then summaries an integrated research framework for customization literature and proposes future research directions for customization from the aspects of patterns,performance outcomes and their mechanism,influencing factors,and the new forms of customer customization in the digital environment,to provide a reference for the development of more in-depth and systematic customization theory,and to bring inspiration for understanding and guiding firms' customization practice.