engleski

The impact of digitalization on customer satisfaction and customer loyalty: literature review

Corona crisis has drasticlly increased the process of digitalization all over the world. Sudenlly, almost over night, public and private sector transferred their operations online due pandemic restrictions. Therefore, with the aim to search how digitalization in times of corona crisis influenced customer behavior and loyalty we did a systematic literature review searching two relevant databases ; Web of Science and Scopus, using the search term (“ digitalization”) AND (“ Cutomer satisfaction “ AND (“customer loyalty). The aim of the paper was twofold ; i) to investigate the influence of digitalization on customer sastisfation and customer loyalty in times of corona crisis and ii) to provide an overview of the research literature in these areas. The results of the research indicate that there is a lack of papers adressing the impact of digitalization on customer satisfaction and loyalty. However, analysed papers dealing with the issue indicate that customer satisfaction and loyalty can be gained through adressing different factors like securing app security, positive corporate image, word of mouth, or different factors that disccourage customers from going digital and using services.

digitalization ; customer satisfaction ; customer loyalty ; COVID-19

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