Evolution of Customer Centricity: From Customization to Customer Experience Management in the Digital Economy

The article analyzes the evolution of customer centricity as a new management concept in the hospitality and tourism industry within the digital economy. It is shown that customer centricity represents a transition from a customer-focused approach based on responding to customer requests to a customer experience management (CXM), which takes into account emotions, expectations and perception of service value. Particular attention is paid to the role of digital technologies — Big Data, artificial intelligence, CRM, and platform solutions — in creating personalized interaction scenarios and increasing customer loyalty. We have emphasized that digitalization requires a new level of management responsibility, including data protection and empathy in service delivery. The practical significance of the study lies in the potential application of its findings to designing customer journeys, optimizing interactions, and building sustainable competitive advantages for tourism and hotel companies.