Service customization is the process of tailoring service delivery or offerings to meet the specific needs and preferences of individual customers, standing in contrast to standardized service provision. As a research concept, it investigates the processes, strategies, and operational implications involved in adapting service encounters and packages to varying degrees of individualization. This field examines the methods by which services are modified post-production or during delivery, exploring the strategic trade-offs between enhancing customer value through personalization and managing associated costs, complexity, efficiency, and scalability challenges inherent in non-standardized service models.