UNDERSTANDING THE RELATIONSHIP BETWEEN DIGITAL TOUCHPOINTS AND CUSTOMER LOYALTY: THE MEDIATING EFFECTS OF ENGAGEMENT AND SATISFACTION

This study explores how the usage experience of digital touchpoints affects customer loyalty, with digital engagement and customer satisfaction acting as mediators. In the context of digital marketing, digital touchpoints serve as essential tools for customer interactions with brands. Through a comprehensive analysis, this research establishes a path from digital touchpoint experience to customer loyalty, emphasizing the roles of digital engagement and customer satisfaction. The findings contribute valuable insights into improving customer loyalty strategies in a highly competitive digital landscape.