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International Journal of Management and Business Development

Open Access Peer Review International
Open Access

Digital Customer Experience, Influencer Engagement, And Value Co Creation As Determinants Of Loyalty In Omnichannel Financial And Retail Services

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Luca Fernando Bellini 1 ,
4 Department of Marketing, University of Barcelona, Spain

Abstract

The rapid digitization of financial and retail services has transformed how organizations design customer journeys, communicate brand value, and cultivate loyalty. While prior scholarship has examined online customer experience, mobile banking adoption, website quality, influencer marketing, and personalization independently, there remains a critical need to integrate these constructs into a comprehensive theoretical framework that explains how digital touchpoints collectively influence customer loyalty in omnichannel contexts. This study develops and empirically tests a holistic model linking digital service quality, online customer experience, influencer driven engagement, personalized touchpoints, and value co creation to customer satisfaction, brand trust, and ultimately loyalty. Drawing from established theories of consumer decision journeys, brand affect and trust, engagement marketing, and value co creation, the research synthesizes insights across banking, e commerce, hospitality, and digital retail sectors.

A quantitative research design is adopted following established guidelines for structured inquiry. Data are collected from digitally active consumers using mobile banking applications, online marketplaces, and social commerce platforms. Structural relationships among constructs are examined through rigorous descriptive and inferential analysis, interpreted narratively without mathematical notation. Findings reveal that website and application quality significantly enhance online customer experience, which in turn strengthens customer engagement. Influencer interaction styles and personalized omnichannel touchpoints amplify engagement and perceived value co creation. Value co creation emerges as a powerful moderator, strengthening the relationship between engagement and loyalty. Customer satisfaction and brand trust serve as sequential mediators that convert experiential value into long term behavioral commitment.

The study advances theory by integrating digital marketing, consumer engagement, and brand performance perspectives into a unified framework applicable across sectors. Managerial implications emphasize strategic personalization, authentic influencer partnerships, seamless mobile experiences, and active facilitation of customer participation in value creation processes. The research contributes to contemporary debates on digital transformation by clarifying the mechanisms through which customer experience evolves into sustainable loyalty in highly competitive digital ecosystems.

Keywords

Digital customer experience, Customer engagement, Influencer marketing, Value co creation

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