Enhancing customer loyalty in the airline industry: the role of E-CRM and customer experience at Middle East Airlines

Purpose This study aims to investigate the impact of service quality and customer experience on customer loyalty in the pharmaceutical sector, focusing on “ABC” Apotek in Malang, Indonesia. In addition, this study explores the mediating role of perceived value in the relationship between service quality, customer experience and loyalty. Design/methodology/approach A quantitative approach examined the relationship between variables. Data were collected through questionnaires using a five-point Likert scale from 159 respondents, who were selected by an accidental sampling technique. Data analysis was performed using Partial Least Squares (PLS)-Structural Equation Modeling (SEM) employee SmartPLS software. Findings This study found that service quality and customer experience do not significantly affect customer loyalty. However, perceived value has a significant positive effect on loyalty. In addition, service quality and customer experience indirectly affect loyalty through perceived value, indicating that positive experiences and high-quality service increase perceived value, strengthening customer loyalty. Research limitations/implications This study was performed in various pharmacies within the Malang region, utilizing a restricted sample of respondents chosen through nonprobability sampling methods. The study’s results exhibit limited generalizability, and the conclusions cannot be extrapolated to other pharmacies. Furthermore, response bias (response error) may arise from the sample. Data were gathered using a questionnaire that may elicit inattentive responses from participants. Practical implications To cultivate loyalty, the findings indicate that pharmaceutical businesses and service providers should prioritize enhancing consumers’ perception of value for their expenditure rather than solely augmenting service quality and the overall customer experience. In reality, enterprises can strengthen pricing competitiveness and implement reward programs with tangible advantages and superior products to ensure customers see more excellent value for their expenditure. Enhancing articulation of the benefits of products and services can augment their perceived value, hence fostering client loyalty, despite service quality and the entire customer experience not being the primary determinants of this loyalty. Social implications The conclusions of this study have significant social implications for the pharmaceutical and service industries. If enhancing service and customer experience does not immediately increase customer loyalty, organizations should concentrate on strategies that elevate the perceived value of their products by offering clients enhanced offers, additional rewards or more significant events. Furthermore, given service quality and the total customer experience influence perceived value, organizations must ensure that their interactions with customers consistently provide tangible advantages and are regarded as valuable, for example, client pleasure, enhanced relationships and the capacity for the organization to remain operational. Originality/value This study contributes to the literature by highlighting the role of perceived value as a mediator between service quality, customer experience and loyalty in the pharmaceutical sector. The findings provide practical insights for pharmaceutical managers, suggesting that improving service quality and customer experience can enhance customer loyalty by increasing perceived value.

Background: The increasing popularity of online food delivery (OFD) services has prompted many restaurants, including Mie Gacoan, to adopt these platforms. However, in practice, Mie Gacoan frequently encounters customer complaints regarding order discrepancies when placing orders through various OFD platforms.Purpose: This study aims to analyze the factors contributing to customer complaints by examining customer experience and customer satisfaction, particularly in minimizing order discrepancies in online food delivery services. By understanding these factors, Mie Gacoan can enhance customer loyalty while maintaining a positive brand image on the OFD platforms it utilizes.Design/methodology/approach: This study employs a non-probability voluntary sampling method, successfully gathering data from 173 qualified respondents to ensure validity. A descriptive analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM) approach are used to test the hypotheses, allowing for the evaluation of multiple relationships among the variables within the research model.Findings/Result: The findings indicate that customer experience and e-service quality significantly influence customer satisfaction, which in turn impacts customer loyalty. The study emphasizes that strengthening customer loyalty requires first enhancing customer satisfaction by improving problem-solving mechanisms within the customer experience and refining compensation policies in e-service quality.Conclusion: The results highlight that customer satisfaction plays a crucial mediating role in fostering customer loyalty, as customer experience and e-service quality exert a stronger influence on satisfaction than on loyalty.Originality/value (State of the art): This study contributes to the existing literature by providing empirical insights into the role of customer experience and e-service quality in shaping customer satisfaction and loyalty in the online food delivery sector. The findings offer practical recommendations for service providers to improve their operational strategies and enhance customer retention. Keywords: customer experience, customer satisfaction, customer loyalty, e-service quality, online food delivery

The rapid development of digital technology and changes in customer behavior have encouraged the hospitality industry to manage customer experience in a more integrated manner across multiple service channels. Today, hotel guests interact not only through face-to-face services but also through digital channels such as websites, social media, and other online communication platforms. This condition requires the implementation of an omnichannel strategy to create a consistent and sustainable customer experience. Omnichannel is a marketing and customer service strategy that integrates various communication channels— such as websites, social media, email, and physical outlets—so that customers can interact with a brand in a consistent and seamless manner. This approach not only focuses on providing multiple channels but also ensures that all channels are interconnected to create a superior customer experience. Through omnichannel, customers can move from one channel to another without losing context. This study aims to analyze how the management of customer experience through omnichannel strategies plays a role in maintaining customer loyalty at The Sultan Hotel Jakarta in 2025. The research employs a qualitative approach using a case study method. Data collection techniques include in-depth interviews with hotel management, operational staff directly involved in customer service, and customers who have utilized various hotel service channels. Supporting data were obtained through observation and documentation. Data analysis was conducted through data reduction, data display, and conclusion drawing to obtain a comprehensive understanding of customer experience management through omnichannel. The results indicate that managing customer experience through the integration of online and offline channels plays a significant role in creating positive customer experiences. Service consistency, ease of access to information, and the hotel’s responsiveness to customer needs and complaints are key factors in fostering customer loyalty. Customers who experience high-quality service tend to show intentions to revisit and recommend the hotel to others. This research is expected to contribute academically to the development of studies on customer experience and omnichannel strategies in the hospitality industry, as well as provide practical insights for hotel management in designing service strategies oriented toward enhancing customer loyalty.

This study explores the role of content marketing and customer experience in enhancing customer loyalty within the beauty industry in Jakarta. Utilizing a quantitative approach, data were collected from 180 customers through a structured questionnaire employing a Likert scale ranging from 1 to 5. The analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS 3) to determine the relationships and i0mpact of content marketing and customer experience on customer loyalty. The results indicate a significant positive correlation between content marketing and customer experience, both of which substantially contribute to increased customer loyalty. This study highlights the importance of strategic content marketing and exceptional customer experience in fostering customer loyalty, providing valuable insights for practitioners and marketers in the beauty industry.

Enhancing customer loyalty has become a popular topic for managers, consultants, and academics. The arguments in support of loyalty are simple to understand. Loyal customers are reported to have higher customer retention rates, commit a higher share of their category spending to the firm, and are more likely to recommend others to become customers of the firm. (Reichheld, Sasser, 1990; Zeithaml, 2000, “Keiningham, et al. 2007) Traditionally, marketing activities have focused on success in the product marketplace by examining the physical aspects of products and services such as quantity, quality, functionality, availability, accessibility, delivery, price and customer support. More recently, marketing managers have shifted their emphasis to creating value for their customers (Clutterbuck, Goldsmith, 1998; McAlexander et al., 2002, Mascarenhas, et al. 2006). So there are very limited researches for customer value affect customer loyalty? Is customer value affecting customer loyalty? This research focused determine the effects of customer value, which is perceived by domestic line passengers based on the services offered by the airline company preferred, on the level of loyalty towards airline companies. This study was carried out based on descriptive research model. Multiple regression analysis was employed in the study so that the extent to which the level of passenger satisfaction about each of the services offered by airline companies influences the level of passenger loyalty to airline companies can be determined. Also, logistic regression analysis was conducted to determine the services playing a role in meeting passenger expectations by airline companies.

In today’s competitive business environment, offering unique products or services alone is insufficient for long-term success. Companies must prioritise improving the customer experience. This emphasis on customer experience fosters relationships that extend beyond traditional brand loyalty, aligning with the evolving market where consumer preferences are increasingly crucial. A company’s success depends on its ability to maintain engagement and satisfaction at every customer interaction, from product selection to post-purchase support. Companies like Kaya Skin Clinic show how a strategic approach to customer experience can create lasting impressions and loyalty, ultimately boosting revenue and shareholder value. This paper presents key strategies for delivering a positive customer experience, emphasising the importance of a comprehensive customer experience strategy that encompasses engaging the workforce, implementing proactive processes, and leveraging innovative technology.

Luxury companies are renowned for offering exceptional customer service while maintaining value by being competitive and innovative in terms of customer experience. The luxury industry has traditionally resisted technology because it is seen as antithetical to luxury values. However, competition and market pressures coupled with global pandemics have forced luxury retailers to adopt a variety of technologies to engage customers, prompting luxury retailers to leverage significant technological innovations to improve the customer experience. Virtual reality (VR) is an innovative channel for marketing communications that can facilitate the luxury industry. Due to less research on technological innovation in the luxury industry, this paper focuses on the impact of virtual reality on the customer experience in the luxury industry. A critical analysis of the literature concluded that virtual reality's main impacts are improved communication with consumers, created an immersive experience, and enhanced customer loyalty. The paper made three recommendations for luxury retailers to use virtual reality to enhance the customer experience, which is customer-focused, prioritizing the physical and mental well-being of consumers, managing the customer experience, and aiding with personalized engagement marketing.

This study aims to analyze the influence of store atmosphere and accessibility on revisit intention with customer experience as a mediating variable at Maru House Coffee Shop in Bandar Lampung. Maru House is a unique coffee shop that combines a café environment with painting activities. However, in the midst of intense competition in the coffee shop industry, strategies are needed to maintain customer loyalty. This research adopts a quantitative approach using Structural Equation Modeling-Partial Least Square (SEM-PLS) and involves 91 respondents who have visited Maru House more than once. The analysis results indicate that both store atmosphere and accessibility have a positive and significant effect on customer experience. Furthermore, customer experience significantly influences revisit intention. It also partially mediates the relationship between store atmosphere and accessibility on revisit intention. In other words, while store atmosphere and accessibility have direct effects, customer experience strengthens the customers’ intention to return. From the perspective of Islamic business ethics, these findings are consistent with the principles of taysir (ease), ihsan (excellence in service), and maslahah (benefit), which emphasize the importance of comfort, ease of access, and quality service as forms of ethical behavior in business. By incorporating these values, Maru House Coffee Shop can enhance customer loyalty in an ethical and sustainable manner. This study contributes both theoretically and practically to the development of marketing strategies based on customer experience and Islamic business values in the café industry.

This study aims to analyze the influence of store atmosphere and accessibility on revisit intention with customer experience as a mediating variable at Maru House Coffee Shop in Bandar Lampung. Maru House is a unique coffee shop that combines a café environment with painting activities. However, in the midst of intense competition in the coffee shop industry, strategies are needed to maintain customer loyalty. This research adopts a quantitative approach using Structural Equation Modeling-Partial Least Square (SEM-PLS) and involves 91 respondents who have visited Maru House more than once. The analysis results indicate that both store atmosphere and accessibility have a positive and significant effect on customer experience. Furthermore, customer experience significantly influences revisit intention. It also partially mediates the relationship between store atmosphere and accessibility on revisit intention. In other words, while store atmosphere and accessibility have direct effects, customer experience strengthens the customers’ intention to return. From the perspective of Islamic business ethics, these findings are consistent with the principles of taysir (ease), ihsan (excellence in service), and maslahah (benefit), which emphasize the importance of comfort, ease of access, and quality service as forms of ethical behavior in business. By incorporating these values, Maru House Coffee Shop can enhance customer loyalty in an ethical and sustainable manner. This study contributes both theoretically and practically to the development of marketing strategies based on customer experience and Islamic business values in the café industry.

This study aims to analyze the influence of Operational Excellence and Customer Experience on Customer Loyalty with Satisfaction and Word of Mouth as mediating variables in House of Metamorfit members. This study is motivated by the increasing competition in the fitness services industry, so companies need to understand the factors that can build customer loyalty sustainably. Customer loyalty is not only influenced by the quality of operational services, but also by customer experience and positive communication between customers formed during the process of using the service. This study uses a quantitative approach. Data were collected by distributing questionnaires to House of Metamorfit members who met the research criteria. The number of respondents analyzed in this study was 396 respondents with a sampling technique using purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the help of the SmartPLS application. The results of the study indicate that Operational Excellence and Customer Experience have a positive and significant effect on Satisfaction and Word of Mouth. However, Operational Excellence and Customer Experience do not have a significant direct effect on Customer Loyalty. Satisfaction and Word of Mouth are proven to have a positive and significant effect on Customer Loyalty. Furthermore, satisfaction fully mediates the relationship between Operational Excellence and Loyalty, as well as between Customer Experience and Loyalty. Word of Mouth also acts as a mediator in the relationship between Operational Excellence and Customer Experience on Loyalty. The findings of this study indicate that customer loyalty is formed primarily through customer satisfaction and word of mouth communication, which emerges from the customer's service experience. Therefore, companies need to strengthen the quality of the customer experience, maintain consistent operational quality, and encourage positive word of mouth to increase customer loyalty.

This research aimed to explore the impact of artificial intelligence (AI) on personalizing customer experience in international business and its benefits for companies in the global economy. It also evaluated AI's implications on supply chain management, focusing on efficiency and sustainability. Using a quantitative research approach and primary surveys with stakeholders in international business, the study revealed that AI significantly enhances supply chain management effectiveness through forecasting, financial operation optimization, and insight generation. AI technologies enable businesses to analyze vast amounts of data, accurately predicting customer preferences and behavior. This predictive capability enhances customer experience by providing personalized recommendations and services tailored to individual needs. For instance, AI can analyze purchasing patterns and browsing histories to suggest products that customers are likely to be interested in, thereby increasing the likelihood of purchase, and fostering customer loyalty. With AI and big data, businesses can develop precise opportunities for customer relationships, achieving higher market share and customer loyalty. AI-driven personalization strategies allow companies to target specific customer segments with customized marketing campaigns, improving engagement and conversion rates. Additionally, AI helps businesses understand and anticipate customer needs in different regions, allowing them to adapt their offerings to local preferences and trends. This regional adaptability is crucial in international business, where customer preferences can vary significantly across different markets. In supply chain management, AI's impact is profound. AI systems can optimize inventory management, predict demand fluctuations, and streamline logistics operations. By analyzing real-time data, AI can identify potential disruptions and suggest proactive measures to mitigate risks, ensuring a smooth and resilient supply chain. This capability not only enhances efficiency but also contributes to sustainability by reducing waste and improving resource utilization. In summary, AI plays a pivotal role in transforming customer experience and supply chain management in international business. By leveraging AI's predictive and analytical capabilities, companies can offer personalized services, enhance customer loyalty, and achieve higher efficiency and sustainability in their supply chain operations, ultimately benefiting the global economy.

The authors of the study are inquisitive to understand the relationship between Service Encounter and Retail Experience under the dynamic business environment in India. The purpose behind conducting this study was to examine the link between the customers’ idea of a retail customer experience (CE), service encounter and its effect on satisfaction and loyalty and to further establish the effect of loyalty programs on these links as well. The study was undertaken in Pune city, which is well established, and it has been evident to observe and possibly imitate entrance of international competitors. The data was collected using convenience-sampling technique from the Major supermarkets, hypermarkets, malls and single brand retail stores of Pune with or without loyalty programs based on their location and model of operations. In addition to that, partly data was collected using google forms to capture the attitude of retail customers from major cities such as Delhi, Mumbai, Kolkata, Hyderabad and Ludhiana. The findings confirmed the model of customer experiences and service encounter leading to customer satisfaction and customer loyalty and supported positive relation with customer satisfaction. However, it discarded the role of loyalty programs membership in enhancing customer loyalty. Further studies can / may examine whether the findings hold true for each individual loyalty program or not. The paper calls for more studies and measures to encourage publication of negative empirical outcomes to ensure empirical generalization and self-correction in the literature. Managers in retail segment should focus their attention on the design and delivery of customer experience, without placing reliance on loyalty programs. Both cognitive and emotional attributes of retail services must be considered for managing a holistic Customer Experience.

In the context of new retail, online and offline channels are integrated to optimize the consumer experience and supply chain through digital technology to meet consumers’ individual needs better. Under this background, this study deeply discusses the present situation and strategies of customer experience optimization in large warehousing supermarkets. Through structural equation modeling and SmartPLS, this study systematically analyzes the complex relationship between customer overall satisfaction, shopping experience, customer loyalty, and customer recommendation willingness. It is found that a high-quality shopping experience has a significant positive impact on improving the overall satisfaction of customers, thus enhancing customer loyalty and ultimately promoting the formation of customer recommendation willingness. This study not only reveals the key factors affecting customer behavior but also provides theoretical basis and empirical support for large warehousing supermarkets to optimize customer experience in the new retail transformation. In the future, the research will further focus on the exploration of specific optimization strategies, aiming to help enterprises improve customer experience and enhance market competitiveness.

Enhancing customer loyalty in the airline industry: Critical personal values and switching barriers

This study aims to ascertain how repurchase intention is impacted by product quality, viral marketing, and customer experience. The study population con- sists of customers who have made repeat purchases. A purposive sampling tech- nique is employed, yielding a sample size of 254 individuals and collecting data on customers with recurring transactions. Utilizing SmartPLS, the data analysis method involves a structural equation model. The findings of the study demon strate that the three independent variables customer experience, viral marketing, and product quality significantly influence the dependent variable, repurchase intention. Implementing viral marketing strategies to launch products has suc- cessfully attracted repeat business from customers. Additionally, the experience of consuming the product and the quality of the product itself can also trigger consumers to make repeat purchases. These results underscore the importance of marketing strategies that focus on product quality and customer experience, as well as the effectiveness of viral marketing in enhancing customer loyalty through increased repurchase intentions.