THE ROLE OF CUSTOMER EXPERIENCE AS A CATALYST IN CUSTOMER LOYALTY AND SATISFACTION IN THE DIGITAL WORLD
Keywords:
customer experience, customer loyalty, customer satisfaction, e-commerce, digitalizationAbstract
Digitalization has brought about transformative changes in the business industry, especially in the aspect of customer experience. This study aims to analyze the strategic role of customer experience as a catalyst that can influence and increase customer loyalty and customer satisfaction in an increasingly competitive digital environment. In-depth literature studies show that superior and positive customer experience can create a close and mutually beneficial long-term relationship between customers and companies. Meaningful customer experience can significantly increase customer satisfaction, loyalty, and commitment to a brand or company, making it a key factor in maintaining competitive advantage in the digital market.
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