The Role of Digital Customer Experience on Customer Loyalty

Sukardi Silalahi, Popy Rufaidah

2017

Abstract

The digital era has greatly affected the business focus either in Indonesia or overseas. It creates the effectiveness and simplicity of the business rule then the customers come as the cue of its succeeding. The telecommunications industry as a leader of digital transformation, therefore, tends to point out this new term of customer experience, namely digital customer experience (DCX). In conjunction with customer loyalty, customer experience shares a positive relationship. The management of customer experience tends to improve the relationships with customers and build customer loyalty. But the issue of the digital term does not tackle yet in the role of the customer experience on customer loyalty. So, this paper aims at discovering the relationship between digital customer experience as an indepeendent variable amd customer loyalty as the dependent variables. The study employs 598 active mobile data users of Telkomsel from six cities by using structural equation model to analyze the data.The results define that digital service experience, digital image experience, digital touch point experience, and digital broadband experience are factors determined digital customer experience. In conclusion, either indirect or direct effect of digital customer experience, it has significantly affected the customer loyalty.

Paper Citation

in Harvard Style

Silalahi S. and Rufaidah P. (2017). The Role of Digital Customer Experience on Customer Loyalty.In 1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP, ISBN 978-989-758-315-5, pages 468-472. DOI: 10.5220/0007084204680472

in Bibtex Style

@conference{iciebp17,
author={Sukardi Silalahi and Popy Rufaidah},
title={The Role of Digital Customer Experience on Customer Loyalty},
booktitle={1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP,},
year={2017},
pages={468-472},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007084204680472},
isbn={978-989-758-315-5},
}

in EndNote Style

TY - CONF

JO - 1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP,
TI - The Role of Digital Customer Experience on Customer Loyalty
SN - 978-989-758-315-5
AU - Silalahi S.
AU - Rufaidah P.
PY - 2017
SP - 468
EP - 472
DO - 10.5220/0007084204680472