A Systematic Review on Personalization in Service Marketing: Building Stronger Customer Relationships

Abstract

Objective: In this evolving world businesses are also evolving with different innovation in all dimensions in order to satisfy their customer, the most valuable asset for the company. Businesses have different strategies in order to improve their operations so that they could increase overall proficiency in customer relationships through all types of marketing areas. This research paper aims to give a systematic relationship review on personalization in service marketing and building stronger customer relationships.
Method: In this article, a systematic literature review was conducted. In addition, the literature and the data were gathered from different research papers, scholarly articles, magazines and the internet (google scholar, other research scholar articles).
Result: This research helps readers to gain knowledge regarding the topic, where this research paper is focused on providing comprehensive knowledge regarding the specified topic. It results that the business should choose the optimal strategy for their operations with keeping customer loyalty in their mind. In current era the business is taking turn to satisfy their customer as their main priority, where customer is preferred to opt for personalization which meets people demand and need it helps to meet their according to their expectations. The paper also suggests few insights about how to build stronger customers in service marketing which is very crucial nowadays. For instance, service marketers such as zomato, blinkit, zepto, district etc. shares are increasing in the market and people are literally adopting it digitally. So, building stronger relationships and providing valuable service is very significant which simultaneously improves customer bonding which results in high brand value and sales.
Conclusion: Business should also consider the potential challenges regarding personalization and building strong customer relationships. Some of the challenges are overrun cost of expenses, data privacy and issues, lack of expertise and oversharing of information. Considering all these criteria, businesses should adopt an optimal strategy. Further qualitative and quantitative research of this paper is appreciated for investigating more deeper about customer intentions and change in preferences.