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

Autori
Sesar Vesna ; Hunjet, Anica ; Primorac, Dinko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
72nd International Scientific Conference on Economic and Social Development "Digital Transformation and Business" - book of proceedings / Zavrl, Irena ; Vuković, Dijana ; Cerović, Ljerka - Varaždin : VADEA ; Sveučilište Sjever, 2021, 297-306

Skup
72nd International Scientific Conference on Economic and Social Development

Mjesto i datum
Varaždin, Hrvatska, 30.09.2021. - 01.10.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
digitalization ; customer satisfaction ; customer loyalty ; COVID-19

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA