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Jurnal Bisnis, Ekonomi, Manajemen, dan Kewirausahaan Abnus Publisher

Unlocking Brand Loyalty: The Power of Experience, Engagement, and Customer Satisfaction

2024-12-31
Published
29-39
Pages
OPEN
Access
FH
Florensia Herienda
Universitas Dr. Soetomo, Indonesia
SA
Sri Utami Ady
Universitas Dr. Soetomo, Indonesia
NS
Nur Sayidah
Universitas Dr. Soetomo, Indonesia
Abstract

Purpose: This study aimed to collect, map, analyze, and synthesize literature related to this topic.

Research Methodology: This study used a qualitative research approach, conducting a systematic literature review of ten relevant studies on brand loyalty, customer satisfaction, brand experience, and customer engagement. Literature was identified, assessed, and synthesized to analyze trends, gaps, and contributions to the existing knowledge.

Results: The results show that positive brand experience is a key factor in building customer loyalty. Various studies have shown that satisfying experiences can create strong emotional connections, which are important for long-term loyalty. In addition, customer engagement in brand activities, such as social media interactions, drives customer satisfaction.

Conclusions: This study emphasizes the importance of experience management and customer engagement in increasing brand loyalty in a competitive marketing context.

Limitations: This study is limited to a qualitative literature review of ten studies, which may restrict generalizability and empirical validation of the findings.

Contributions: These findings provide novel insights into the impact of customer engagement. Exploring customer engagement through interactions on social media as a factor that impacts customer satisfaction is an innovative approach. This study shows that active engagement is not only beneficial for increasing loyalty but also contributes to the overall customer experience.

Brand Experience Brand Loyalty Customer Engagement Customer Satisfaction
How to Cite
Herienda, F. ., Ady, S. U., & Sayidah, N. (2024). Unlocking Brand Loyalty: The Power of Experience, Engagement, and Customer Satisfaction. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 4(1), 29-39. https://doi.org/10.52909/jbemk.v4i2.205
Endnote/Zotero/Mendeley (RIS) BibTeX
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How to Cite

Herienda, F. ., Ady, S. U., & Sayidah, N. (2024). Unlocking Brand Loyalty: The Power of Experience, Engagement, and Customer Satisfaction. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 4(1), 29-39. https://doi.org/10.52909/jbemk.v4i2.205
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