THE ROLE OF CUSTOMER PARTICIPATION AND CUSTOMER DYNAMICS IN SHAPING CUSTOMER LOYALTY IN DIGITAL EVENT SERVICES

Abstract

The shift towards digital event services has been significantly accelerated by the COVID-19 pandemic, creating a highly competitive landscape where customer loyalty is pivotal. This study aims to analyze the factors influencing customer loyalty in digital event services, focusing on the roles of customer dynamics and behavioral intention. This research uses a quantitative method approach, which is applied to test the causal relationship among variables such as customer participation, behavioral intentions, customer dynamics, customer experience, and customer loyalty. A large scale of survey was conducted to 285 clients of digital event services using a structured 5-point Likert scale questionnaire. The data were analyzed using Structural Equation Modeling (SEM). The findings reveal that customer participation significantly influence customer dynamics, which mediates the relationship between customer experience and loyalty. While customer dynamics has a positive impact on loyalty, certain aspects of customer experience showed an unexpected negative relationship with loyalty. These findings emphasize the importance of understanding customer expectations and adapting services to align with their evolving preferences. This research provides practical recommendations for digital event service providers to enhance customer loyalty by leveraging personalized experiences and technology-driven strategies. Companies should focus on fostering dynamic customer interactions and aligning their services with customer expectations to build stronger, long-term relationships.