The Role of Customer Experience in Digital Marketing: A Literature Review on the Impact of Online Interaction on Consumer Loyalty

Authors

  • Rani Azzahra
  • Herman Susilo Sekolah Tinggi Ilmu Ekonomi GICI

Keywords:

Customer Experience (CX), Digital Marketing, Online Interactions, Digital Transformation, Consumer Loyalty, Systematic Literature Review

Abstract

The purpose of this research is to examine the role of customer experience (CX) in digital marketing, specifically the impact of online interactions on consumer loyalty. Using the systematic literature review method, this research analyzes relevant journal articles from various academic databases. The findings indicate that positive online interactions, through personalization, responsiveness, and ease of use of digital platforms, significantly shape consumer perceptions and build emotional connections. Superior CX in the digital realm, such as a seamless journey on websites, instant customer support through chatbots, and relevant content on social media, strongly correlates with increased satisfaction and ultimately drives long-term consumer loyalty. The contribution of this research lies in providing a comprehensive framework that integrates various dimensions of online interactions and their impact on loyalty, offering strategic insights for digital marketers to design consumer-centric experiences to enhance retention and customer lifetime value.

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Vol. 1; No. 1; July 2025

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Published

31.07.2025

How to Cite

Azzahra, R., & Susilo, H. (2025). The Role of Customer Experience in Digital Marketing: A Literature Review on the Impact of Online Interaction on Consumer Loyalty. The Youth Entrepreneur Management Journal, 1(1), 39–50. Retrieved from https://journal.stiegici.ac.id/index.php/yem/article/view/402

Issue

Vol. 1 No. 1 (2025): July

Section

Current Issue

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Copyright (c) 2025 Rani Azzahra; Herman Susilo

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