Managing customer experience to foster customer loyalty

This chapter aims to provide a review of the main studies on customer experience and its role in developing customer loyalty. Customer experience is a multidimensional concept that has been studied for over 20 years by academics and practitioners. While customer experience measures are still under development, it is key to adopt customer experience management practices, namely the design and renewal of customer experiences through the appropriate management of touchpoints with the goal of developing long-term customer loyalty. Customer experience is, in fact, key to fostering customer loyalty: this positive relationship is supported by multiple studies in this domain and illustrates the relevance of customer experience in the business environment.