Peran Customer Experience Dalam Meningkatkan Nilai Merek

Noni Antika Khairunnisah

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh customer experience terhadap nilai merek (brand equity) pada era persaingan bisnis yang semakin ketat. Metode yang digunakan berupa studi literatur dan tinjauan empiris dari berbagai sektor industri, termasuk retail, jasa, dan e-commerce. Hasil kajian menunjukkan bahwa pengalaman pelanggan yang positif meliputi kemudahan interaksi, kualitas layanan, dan emosi yang terbangun memiliki kontribusi signifikan dalam memperkuat persepsi nilai merek, meningkatkan loyalitas, serta mendorong word-of-mouth yang positif.


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DOI: http://dx.doi.org/10.1234/ekonas.v4i2.9637

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