JURNAL BISNIS STRATEGI
Vol 34, No 2 (2025): December

A Systematic Review of Personalization Strategies in E-commerce: Examining their Impact on Customer Experience and Purchase Behavior

Nurdianasari, Rista (Unknown)
Md. Saad, Nor Hasliza (Unknown)

Article Info

Publish Date
31 Dec 2025

Abstract

This systematic review examines the application of personalization strategies in e-commerce and their impact on customer experience and purchasing behavior. Drawing on 21 documents from the Scopus database, the review highlights the most pertinent strategies for product recommendations, user interface customization, and other advanced technologies, such as augmented reality (AR) and generative artificial intelligence (GENAI). The findings suggest that personalization enhances customer satisfaction, loyalty, and conversion rates; however, challenges like data privacy concerns, algorithmic bias, and implementation complexity persist. This review offers actionable insights for practitioners and identifies directions for future research, emphasizing ethical and scalable personalization practices to achieve optimal customer-centric outcomes.

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Journal Info
JURNAL BISNIS STRATEGI
Website

Abbrev

jbs

Publisher

Universitas Diponegoro

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Bisnis Strategi ( P-ISSN : 1410-1246, E-ISSN : 2580-1171 ) is an open access and peer-reviewed published by Department of Magister Management, Faculty of Economics and Business, Universitas Diponegoro, Indonesia. This journal published twice a year (juli and desember). The scope of journal is ...