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From Purchase to Metamorphosis: Cultivating Loyalty via Consumer Engagement and Experience
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Author(s): Pritesh Pradeep Somani (Balaji Institute of International Business, Sri Balaji University, Pune, India), Nitesh Behare (Balaji Institute of International Business, Sri Balaji University, Pune, India)and Vishwanathan Hariharan Iyer (Balaji Institute of International Business, Sri Balaji University, Pune, India)
Copyright: 2025
Pages: 24
Source title:
Resiliency Strategies for Long-Term Business Success
Source Author(s)/Editor(s): Ahmed Sedky (Walden University, USA)
DOI: 10.4018/979-8-3693-9168-6.ch009
Purchase
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Abstract
The present chapter deals with the transformative journey from initial purchase to brand loyalty through the lenses of consumer engagement and experience. In an era where market competition is fierce and consumer choices are abundant, understanding the mechanisms that foster customer loyalty is critical for business success. The study delves into the multifaceted nature of consumer engagement, highlighting its components such as direct interactions, personalized communication, and participatory activities. It also emphasizes the critical role of delivering exceptional consumer experiences that exceed expectations and turn routine transactions into memorable encounters. Key factors such as consistency, authenticity, and effective feedback loops are identified as pivotal in building trust and credibility. By synthesizing current research, the chapter outlines strategies for brands to cultivate emotional connections, ensure continuous value delivery, and create a sense of community among their customers.
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