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Jurnal Bisnis, Ekonomi, Manajemen, dan Kewirausahaan Abnus Publisher

Exploring the Role of Brand Experience and Customer Engagement in Increasing Brand Loyalty Through Customer Satisfaction

2024-12-31
Published
225-233
Pages
OPEN
Access
F
Florensia Herienda
Universitas Dr. Soetomo, Indonesia
SA
Sri Utami Ady
Universitas Dr. Soetomo, Indonesia
NS
Nur Sayidah
Universitas Dr. Soetomo, Indonesia
Abstract

This article maps the analysis of ten relevant studies on Brand Loyalty, Customer Satisfaction, Brand Experience, and Customer Engagement through a qualitative research approach. The purpose of this research is to collect, map, analyze, and synthesize literature related to the topic. Referring to the opinion of Hart et al. (2022), the literature review analysis is carried out in a systematic and structured manner, including identification, assessment, and synthesis of related literature. The identification process aims to find gaps in the existing literature to build valid arguments. This process should be carried out by relying on credible and relevant sources. The literature review should identify trends, gaps and patterns in the existing literature and demonstrate the contribution of new research to the accumulated knowledge. This research also develops the results of previously researched research more clearly. The results show that positive brand experience is a key factor in building customer loyalty. Various literature shows that satisfying experiences can create strong emotional connections, which are important for long-term loyalty. In addition, customer engagement in brand activities, such as interactions on social media, is proven to drive customer satisfaction. Active engagement makes customers feel valued and connected, which contributes to their increased satisfaction. Overall, this study emphasizes the importance of experience management and customer engagement to increase brand loyalty in a competitive marketing context. The findings provide novelty 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 research shows that active engagement is not only beneficial for increasing loyalty but also contributes to the overall customer experience.

Brand Experience, Brand Loyalty, Customer Satisfaction, Customer Engagement
How to Cite
Exploring the Role of Brand Experience and Customer Engagement in Increasing Brand Loyalty Through Customer Satisfaction. (2024). Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 4(1), 225-233. https://doi.org/10.52909/jbemk.v4i2.205
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How to Cite

Exploring the Role of Brand Experience and Customer Engagement in Increasing Brand Loyalty Through Customer Satisfaction. (2024). Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 4(1), 225-233. https://doi.org/10.52909/jbemk.v4i2.205
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