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The rapid growth of digital commerce has encouraged companies to integrate digital and physical marketing channels to create seamless and consistent customer experiences. This study aims to analyze the role of integrated marketing channels through omnichannel strategies, the utilization of Artificial intelligence (AI), and their impact on customer experience in the context of digital commerce. The study employs a Systematic literature review (SLR) approach by examining relevant scholarly articles related to omnichannel marketing, AI technologies, and customer experience. The findings indicate that integrated marketing channels supported by AI enhance service personalization, customer engagement, operational efficiency, and the quality of interactions between companies and customers. Furthermore, the implementation of omnichannel strategies contributes to higher customer satisfaction and loyalty by providing a more connected experience across multiple customer touchpoints. However, the implementation of integrated marketing channels still faces several challenges, including fragmented channel integration, technological complexity, high investment requirements, and concerns regarding customer data privacy and security. Therefore, effective management of integrated marketing channels is essential for improving customer experience while creating sustainable competitive advantages for companies in an increasingly dynamic digital era.

This study aims to understand the role of E-Commerce in building customer loyalty, explain the process of loyalty formation, and assess how customers perceive service quality in relation to loyalty, using the GoFood service in Jombang as a case study. The rapid growth of online food delivery services has intensified competition, making customer loyalty a critical factor for sustainability. Employing a qualitative case study approach, data were collected through in-depth interviews with 30 GoFood customers and several drivers in the Jombang area. The findings reveal that E-Commerce platforms significantly enhance loyalty through user-friendly application interfaces, supporting features (such as live tracking, history, and digital payments), and beneficial promotions. The loyalty formation process occurs gradually through consistent positive experiences, moving from customer satisfaction to trust, and ultimately to habitual use. Crucially, the quality of driver services—including politeness, effective communication, punctuality, and order accuracy—emerged as a key determinant of customer comfort and repeat orders. This study implies that for E-Commerce platforms to maintain a competitive edge, strategies must integrate digital convenience with consistently reliable human interactions. The research contributes empirical insights from a semi-urban Indonesian context, highlighting that customer loyalty is not merely transactional but is built on a combination of technological ease, economic value, and positive interpersonal service experiences.

This study explores the relationship between service quality dimensions and customer loyalty in high-contact service industries, including healthcare, hospitality, and financial services, particularly in emerging markets. Using the SERVQUAL model, which identifies five key dimensions tangibles, reliability, responsiveness, assurance, and empathy the research examines how these dimensions influence customer loyalty. A quantitative research design is employed, with data collected through a cross-sectional survey of 400 respondents using a structured questionnaire. The study analyzes service quality, customer satisfaction, and loyalty using Structural Equation Modeling (SEM), regression analysis, and Exploratory Factor Analysis (EFA). Findings reveal that reliability and empathy are the most influential factors in fostering loyalty, with customer satisfaction acting as a mediator. Additionally, the research highlights the role of perceived value and customer experience in moderating these effects, particularly in sectors like healthcare and hospitality. The study extends the SERVQUAL model by integrating new dimensions such as customer experience and perceived value, offering a more comprehensive framework for understanding service quality in high-contact industries. These insights provide actionable recommendations for service managers to enhance customer loyalty by addressing both functional and emotional aspects of service quality

This study aims to analyze the management of Ikhwanul Ikhlas Wisata Travel in Medan in terms of pilgrim recruitment processes, manasik guidance patterns, assistance systems in the Holy Land, as well as indicators and evaluation of customer satisfaction. The background of this study is based on the increasing competition among Umrah travel agencies, which requires professional, transparent, and customer-oriented services to build trust and loyalty. In this context, Ikhwanul Ikhlas Wisata becomes an interesting case due to its consistency in guiding pilgrims from the initial stage to post-return.This research employs a qualitative approach with a descriptive method. Data were collected through in-depth interviews with three key informants representing management, the company director, and marketing personnel. Data analysis was conducted through data reduction, data display, and conclusion drawing to obtain a comprehensive understanding of Umrah travel management practices.The findings reveal that Ikhwanul Ikhlas Wisata implements a recruitment system that emphasizes transparency in package information, costs, facilities, and departure schedules. Manasik guidance is conducted through both theoretical and practical sessions on a regular basis and supported by competent tour leaders and mutawwif. Customer satisfaction is measured through indicators such as repeat participation, recommendations to family or relatives, and post-return testimonials. The evaluation of satisfaction is utilized as a foundation for continuous improvement in recruitment strategies, guidance patterns, and service quality.

The development of Micro, Small, and Medium Enterprises (MSMEs) in the traditional culinary sector in Dumai City has shown significant growth, particularly in bolu kembojo products. Increasing competition requires business actors not only to focus on product quality but also to implement business ethics in their operations. This study aims to analyze the role of business ethics in enhancing customer loyalty toward bolu kembojo MSME products in Dumai City. This research employs a qualitative approach using a case study method, with informants consisting of MSME owners and consumers selected purposively. Data collection techniques include interviews, observations, and documentation, while data analysis is conducted using an interactive model involving data reduction, data display, and conclusion drawing. The findings indicate that the implementation of business ethics, such as honesty, responsibility, and good service, can enhance customer trust and satisfaction. These factors subsequently encourage repeat purchases and positive word-of-mouth recommendations. The implication of this study suggests that the application of business ethics is a crucial strategy for MSMEs in strengthening customer loyalty and sustaining business continuity.

This study aims to analyze the marketing strategies of maternal and child healthcare services in hospitals to enhance patient experience, emphasizing a shift from traditional promotional approaches toward the creation of a positive and empathetic patient experience. This research employs a systematic literature review of relevant studies published between 2021 and 2025, with analysis conducted through identification, selection, and thematic synthesis to determine key factors influencing patient satisfaction and loyalty. The findings indicate that the quality of interpersonal interactions and the efficiency of service processes are the primary determinants of patient experience, where factors such as staff empathy, clear communication, reduced waiting times, and well-structured service flows have a greater impact than the technical aspects of medical care. Hospitals should therefore prioritize people- and process-oriented strategies by implementing empathy training, enhancing communication effectiveness, and regularly measuring patient satisfaction, while also integrating digital services, ensuring cost transparency, and developing continuity of care programs to strengthen the patient experience holistically. This study proposes a holistic marketing framework that integrates empathy, efficiency, data-driven personalization, and environmental sustainability, highlighting a shift from a purely clinical orientation to an experiential marketing approach that places human values at the core of a hospital’s competitive advantage.

Service quality is a critical issue faced by service providers, as it plays a significant role in shaping customer satisfaction and maintaining customer trust for future services. A decline in service quality over time may negatively affect customers’ perceptions and loyalty. Therefore, this study aims to examine the effect of service quality dimensions on customer satisfaction. This research employed a quantitative approach using primary data collected through a survey method. The sampling technique used was probability sampling with a random sampling method, involving 98 customers as research respondents. Data were analyzed using SPSS version 24. The service quality dimensions analyzed in this study were Tangible, Reliability, Responsiveness, Assurance, and Empathy. The results of the analysis revealed that Tangible and Responsiveness did not have a significant effect on customer satisfaction. In contrast, Reliability, Assurance, and Empathy were found to have a significant positive influence on customer satisfaction. These findings indicate that customers place greater importance on service accuracy, employee competence, trustworthiness, and personal attention. Therefore, service providers are encouraged to prioritize improvements in Reliability, Assurance, and Empathy to enhance customer satisfaction and sustain long-term customer relationships.

This study examines the influence of memorable tourism experiences and operational risk management in tourist train transportation on positive Word of Mouth (WOM), with tourist satisfaction serving as a mediating variable. A quantitative approach was employed, and data were processed using SEM-PLS 4. The research sample consisted of 247 respondents who had used tourist train services within the past year. The results reveal that both effective risk management practices and memorable tourism experiences perceived by tourists significantly impact tourist satisfaction. Additionally, tourist satisfaction plays a crucial mediating role in generating positive WOM. The study highlights that memorable tourism experiences, including aspects such as comfort, scenic views, and the quality of service, significantly enhance tourist satisfaction. Furthermore, operational risk management, which includes ensuring passenger safety, maintaining service reliability, and handling emergencies effectively, is essential for cultivating satisfaction and positive WOM. The findings suggest that businesses in the tourism industry, particularly those operating tourist trains, should prioritize both risk management and creating memorable experiences to foster customer loyalty and enhance WOM. This study contributes to understanding the dynamic relationship between risk management, customer satisfaction, and WOM in the tourism sector, providing valuable insights for improving service strategies in tourist train transportation.

This study aims to examine the application of heart-centered communication based on Nonviolent Communication (NVC) Theory in interactions between employees and guests at the Masainn Hotel, Kuta, Bali. NVC, developed by Marshall Rosenberg, stresses empathetic engagement built on four core components: observation, feelings, needs, and requests. Using a descriptive qualitative approach, data were collected through in-depth interviews with guests and direct field observations of daily service interactions. The findings indicate that employees consistently apply empathy-driven communication by offering warm greetings, attentive service, and genuine emotional presence. These behaviors help create a family-like environment that makes guests feel comfortable and emotionally connected to the hotel. Notably, one guest reported returning to the hotel for three consecutive years, having been introduced by a friend who has been a loyal customer for nine years. This demonstrates that NVC-based communication contributes significantly to guest satisfaction, trust, and long-term loyalty. Furthermore, the study highlights the strategic role of emotional intelligence and compassionate communication in shaping service quality within the hospitality industry. By integrating NVC principles into daily service practices, hotels can foster stronger interpersonal relationships, enhance guest experiences, and build sustainable customer retention.

Tambak Mother and Child Hospital experienced a 15% decline in patient visits in 2024, involving both new and returning patients. This decline highlights the importance of patient loyalty, as loyal patients are more likely to continue using hospital services and recommend the hospital to others. This study aims to examine the effects of social media marketing and patient experience on patient loyalty, with patient engagement as a mediating variable.This study employed a quantitative causal research design. Data were collected from 190 patients using purposive sampling. Partial Least Squares–Structural Equation Modeling (PLS-SEM) was used to analyze the relationships among variables.The results indicate that social media marketing, patient experience, and patient engagement simultaneously have a significant effect on patient loyalty. Individually, social media marketing, patient experience, and patient engagement each show a positive and significant influence on patient loyalty. In addition, social media marketing and patient experience positively affect patient engagement. The findings further confirm that patient engagement mediates the relationships between social media marketing and patient loyalty, as well as between patient experience and patient loyalty.These findings suggest that hospital management should strengthen interactive communication through social media platforms, particularly Instagram, improve service efficiency by increasing staffing levels, and enhance service quality through friendly staff behavior and faster service processes. Future research is recommended to include broader samples across Mother and Child Hospitals and incorporate additional variables such as patient satisfaction, service quality, and trust.

The success of a company is not only determined by the quality of the products and services offered, but also by the company's ability to manage employee relations, which is part of the internal public relations function. Without a targeted strategy, companies risk facing low motivation and declining performance. This study aims to understand the employee relations strategy of PT. Resultan Karya Indonesia (Rekanesia) in motivating employee work. The theory used refers to Albrecht (2020) which includes internal communication, rewards, career development programs, work flexibility, and conflict resolution mechanisms. The research method uses a descriptive qualitative approach with interview, observation, documentation, and source triangulation techniques. The results show that the employee relations strategy at Rekanesia is implemented through weekly communication forums, one-on-one meetings, providing material and non-material appreciation, flexible working hour policies, and informal activities such as team building. This strategy has been proven to increase employee motivation, satisfaction, and loyalty, thereby creating a productive and conducive work environment. Practically, this research can provide input for PT. Resultan Karya Indonesia to continue strengthening a more effective, participatory, and sustainable internal communication strategy, so that the company is able to face competitive challenges while maintaining its existence in the modern era.  

This study aims to analyze the contribution of business innovation in increasing repeat orders in micro, small, and medium enterprises (MSMEs), with a case study on Nelzz Juice operating in MMTC, Medan City. The research employs a qualitative case study approach, combining in-depth interviews with the owner and staff, direct observation of business operations, and documentation analysis related to business strategies and sales data. The findings indicate that the innovations implemented by Nelzz Juice cover several aspects, namely product innovation, service innovation, and digital marketing strategy innovation. Product innovation is carried out through the selection of fresh and high-quality ingredients, the development of creative menu variations tailored to consumer preferences, and appealing product presentation. Service innovation is reflected in the improvement of service quality, faster order processing, and enhanced friendliness and interaction with customers. Meanwhile, digital marketing innovation has proven effective in expanding consumer reach, increasing engagement, and promoting customer loyalty. The study confirms that the consistent and sustainable application of innovation not only enhances customer satisfaction but also directly contributes to an increase in repeat order frequency. Therefore, business innovation can be considered a key strategy for MSMEs to face market competition, maintain business sustainability, and support sustainable economic growth.

This study aims to analyze the influence of service quality, product quality, and price on customer loyalty at the online shop Patricia Aksesoris. This research is motivated by the increasingly fierce competition in the e-commerce business, which requires businesses to not only attract new customers but also retain existing ones by increasing loyalty. Customer loyalty is a crucial factor because it directly impacts business sustainability and competitive advantage. This study used a quantitative approach with a survey method, distributing questionnaires to customers who had previously purchased from Patricia Aksesoris. The sampling technique used purposive sampling. The collected data were analyzed using multiple linear regression to determine the effect of each independent variable on customer loyalty. The results indicate that service quality, product quality, and price, both partially and simultaneously, have a positive and significant effect on customer loyalty. These findings indicate that responsive and friendly service, products that meet customer expectations, and competitive pricing commensurate with product quality can increase customer loyalty. This research is expected to provide practical contributions to online shop owners in formulating marketing strategies oriented towards customer satisfaction and loyalty.

Customer satisfaction is a central issue in marketing management, as it plays a crucial role in determining customer loyalty amid increasingly intense business competition. A comprehensive understanding of the factors influencing customer satisfaction is essential not only for academics in strengthening marketing theory but also for practitioners in designing effective service and product strategies. This article aims to address two research questions: (1) what are the dominant factors influencing customer satisfaction, and (2) how does customer satisfaction relate to customer loyalty? The study employed a qualitative literature review method. The data consisted of scientific articles published between 2020 and 2025, accessed through Google Scholar and Publish or Perish (PoP) using the keyword “customer satisfaction.” From an initial selection of 30 articles, 27 were identified as relevant, and 5 core articles were further analyzed. The findings reveal three main themes: product and service quality as the dominant determinants of customer satisfaction; price, brand image, and promotion as supporting factors; and customer trust as an important mediating variable in building loyalty. This study concludes that customer satisfaction serves as a strategic link between service quality and customer loyalty. Future research is encouraged to explore the roles of digitalization, customer experience, and sustainability in shaping long-term customer satisfaction.

This study aims to analyze the effect of customer experience and service quality on customer loyalty with customer satisfaction as a mediator. The sample in this research consists of 100 respondents who have visited Kopi Pirak. The data collection technique used is a survey method with a questionnaire as the research instrument. The instrument test results indicate that the statement items show that the convergent validity test meets the required criteria. The results of this study prove that: Customer Experience does not have a significant effect on Customer Loyalty, Service Quality has a positive and significant effect on Customer Loyalty, Customer Experience has a positive and significant effect on Customer Satisfaction, Service Quality has a positive and significant effect on Customer Satisfaction, Customer Satisfaction has a positive and significant effect on Customer Loyalty, Customer Satisfaction has a significant effect in mediating the relationship between Customer Experience and Customer Loyalty, Customer Satisfaction has a significant effect in mediating the relationship between Service Quality and Customer Loyalty. The findings of this study imply that future researchers should test the model using samples with a larger business scale to obtain more varied results. The findings of this study also imply that Kopi Pirak needs to improve customer experience in order to enhance customer loyalty.

This study aims to analyze the influence of Corporate Image and Service Quality through Customer Satisfaction on Customer Loyalty at Semen Indonesia distributors in Gresik using the Structural Equation Modeling (SEM) approach. The study population consisted of 102 customers, all of whom were sampled. The results indicate that Corporate Image and Service Quality have a significant influence on Customer Satisfaction. Both variables were also shown to have a significant influence on Customer Loyalty. However, unlike several previous research findings, Customer Satisfaction did not have a significant influence on Customer Loyalty. This finding indicates that in the context of the cement distribution business, customer loyalty is not formed solely from satisfaction, but is more influenced by other factors such as consistent service quality, a strong corporate image, competitive pricing, and long-term business relationships. This study emphasizes the importance of strengthening image and improving service quality as key strategies for maintaining customer loyalty.

The hospitality sector faces major challenges, including fierce competition, low occupancy rates, and high operating costs, especially post-COVID-19 pandemic. This article examines how adaptation strategies, particularly through digital investments, affect customer satisfaction and hotel occupancy rates. This study uses a mixed method approach, combining quantitative and qualitative methods. Qualitative data was collected through in-depth interviews with managers, staff, and guests at five hotels in Semarang, Indonesia, to identify key factors for successful adaptation. Qualitative data are analyzed using MAXQDA software. Quantitative data were analyzed by multiple regression. The results show that investment priorities are a key driver of successful adaptation, although supporting factors such as improved facilities, quality of service, and the involvement of all personnel. Quantitative findings show that hotel adaptation strategies significantly affect customer satisfaction (influence of 47.10%) and occupancy rate (influence of 38.40%). Digitalization enhances operational efficiency, allowing staff to focus on personal interactions. Technologies like AI-based recommendations and mobile check-in directly improve the overall guest experience, correlating with loyalty. The conclusion of the study is that strategic digital investments, improved service quality and active staff engagement, are key to improving customer satisfaction, optimizing occupancy rates, ultimately, driving hotel revenue growth in the post-pandemic era.

This study aims to gain an in-depth understanding of the influence of user experience and e-service quality on user satisfaction with the MyTelkomsel mobile application. This research was conducted using a descriptive qualitative method along with data collection techniques in the form of semi-structured interviews and direct observation of active users of the MyTelkomsel application in the city of Medan. Data was obtained from 10 informants selected using purposive sampling techniques, supported by documentation of user interactions with the application. The results of the study indicate that ease of navigation, informative interface display, application response speed, and service feature reliability are the main factors that shape user satisfaction. Users tend to feel satisfied when the application is able to provide a comfortable, efficient, and responsive user experience that meets their needs. The findings of this study are expected to provide strategic input for Telkomsel in improving user experience and service quality as an effort to strengthen customer satisfaction and loyalty.

In an increasingly competitive business world with ever-increasing customer demands for the quality of services and goods, customer satisfaction and loyalty have emerged as crucial issues in today's marketing management. Under such conditions, business entities must identify the key elements that shape satisfaction and how these contribute to building customer loyalty. This paper aims to examine the nature of study results on the determinants of satisfaction and loyalty through an evaluation of several recent empirical studies. Two key questions are addressed: which elements most strongly influence customer satisfaction, and what is the intermediary function of satisfaction in explaining the relationship between marketing variables such as service quality, cost, brand image, and trust with customer loyalty. The technique employed is a qualitative literature review through a search of articles using Google Scholar and Publish or Perish (PoP). Key terms used include customer satisfaction, customer loyalty, service quality, and trust. Of the 50 articles found in the initial phase, 15 met the inclusion standards and were thoroughly reviewed. The evaluation findings reveal three dominant patterns: service and product quality are the most stable factors driving satisfaction; cost and brand image serve as supporting factors; and trust acts as an important intermediary variable. This evaluation confirms that customer satisfaction is a key component in strengthening loyalty. Future studies are recommended to expand the scope of business sectors, use a more comprehensive structural framework, and utilize a wider variety of methodological techniques.

The advancement of information technology has transformed consumption patterns, including shopping activities that have increasingly shifted to digital platforms or e-commerce. Bukalapak, as one of the early players in this industry, is currently facing challenges in the form of declining market share and user complaints related to digital service quality (e-service quality). This research aims to analyze the effect of electronic service quality on consumer loyalty (e-loyalty), with electronic satisfaction (e-satisfaction) as a mediating variable among Bukalapak users in Denpasar City. The sampling technique employed a non-probability sampling method with a purposive sampling approach, and the number of samples was determined based on the number of indicators used. The research findings indicate that electronic service quality has a positive and significant effect on both user satisfaction and user loyalty. Electronic satisfaction is also proven to significantly affect user loyalty and serves as a partial mediator in the relationship between service quality and loyalty. These findings affirm that improving the quality of digital services can enhance customer satisfaction and ultimately build loyalty toward the Bukalapak platform