THE IMPACT OF USER EXPERIENCE ON CUSTOMER ENGAGEMENT

Abstract

"The Impact of User Experience on Customer Engagement" is an in-depth analysis of how user experience (UX) influences customer loyalty and engagement within digital platforms. The study, conducted during the academic year 2023-2024, employs a robust theoretical framework alongside empirical research to explore the dynamic between UX and customer behaviors.

The document includes:

Introduction: Outlines the significance of UX in modern marketing, noting its potential to significantly improve customer loyalty and increase conversion rates.

Theoretical Framework: Discusses established theories such as the SERVQUAL model and the Confirmation of Expectation Model, applying them to digital UX to argue for its importance in customer satisfaction and brand loyalty.

Methodology: Details the survey conducted with 150 participants, exploring their interactions with digital platforms and their responses to UX.

Results: Presents findings on how good UX correlates with higher customer satisfaction and loyalty.

Discussion: Integrates the theoretical with the empirical, confirming the hypothesis that UX is a crucial determinant in fostering customer loyalty and engagement. The work aims to provide actionable insights into how well-designed user interfaces can serve as a competitive advantage in retaining customers and enhancing their engagement with brands. Through a combination of user feedback and scholarly research, the thesis underscores the necessity of prioritizing user-centric designs to foster positive customer relationships and ensure business success in digital marketplaces.