CUSTOMER EXPERIENCE AND BRAND LOYALTY: AN INTEGRATIVE CONCEPTUAL MODEL

Abstract

The contemporary development of the market economy, increasing competition, and digital transformation have created conditions in which traditional marketing approaches, focused primarily on product characteristics and price, are becoming insufficient for establishing a long-term competitive advantage. In this context, the focus of marketing strategies is shifting toward the overall customer experience and the development of long-term brand loyalty. Customer experience represents a complex and multidimensional concept encompassing the various ways in which consumers perceive and experience a brand across multiple touchpoints and different stages of their purchase journey. However, the existing literature often examines the relationship between different dimensions of experience and loyalty in a fragmented manner, particularly with regard to the psychological mechanisms that mediate this relationship. The aim of this paper is to provide a theoretical synthesis and develop an integrative conceptual model that links the dimensions of customer experience, touchpoints, and psychological mechanisms with the development of brand loyalty. The paper is based on a critical analysis and synthesis of relevant literature in the fields of consumer behavior, brand experience, and loyalty management. Particular emphasis is placed on the sensory, affective, intellectual, and behavioral aspects of experience, as well as on the role of satisfaction, trust, and emotional attachment as key psychological mechanisms. Based on the theoretical analysis, a conceptual model is proposed to explain the relationships among touchpoints, multidimensional customer experience, psychological responses, and behavioral and attitudinal loyalty. The proposed model enables customer experience and loyalty to be considered as parts of a broader interactive and psychological process. Understanding these relationships is also relevant to marketing practice, as it provides a more systematic view of the factors involved in building long-term relationships with consumers. The conceptual model may also provide a basis for more effective management of brand touchpoints and customer experience. In this way, the paper contributes to the integration of relevant theoretical approaches and provides a foundation for future empirical research aimed at examining the relative importance of different experience dimensions and psychological mechanisms in the creation and maintenance of brand loyalty.