Implementation of Immersive Customer Experience Strategy by Customer Care XYZ to Improve Consumer Satisfaction and Loyalty

Nursiwan Dinata Candra; Alldila Nadhira Ayu Setyaning

doi:10.31538/iijse.v8i3.8611

Nursiwan Dinata Candra Universitas Islam Indonesia, Yogyakarta, Indonesia
Alldila Nadhira Ayu Setyaning Universitas Islam Indonesia, Yogyakarta, Indonesia

DOI: https://doi.org/10.31538/iijse.v8i3.8611

Keywords: Immersive Customer Experience, Customer Loyalty, Customer Satisfaction, XYZ

Abstract

This study aims to examine the implementation of the Immersive Customer Experience (ICE) strategy by Customer Care XYZ at XYZ in enhancing customer satisfaction and loyalty. The ICE strategy combines physical and digital experiences in a personalized manner to create emotional connections between customers and the brand. This research employs a qualitative approach using a case study method. Data were collected through field observations, in-depth interviews with three key informants, and documentation. The findings reveal that it has implemented various programs such as Mudik Bersama, Posko Mudik, the MX application, after-sales services, and birthday greetings, which reflect the ICE strategy, although not explicitly labeled as such. These programs have proven effective in creating positive and immersive customer experiences, thereby improving customer satisfaction and loyalty toward XYZ. This study also offers recommendations for optimizing experience-based marketing strategies to strengthen long-term customer relationships.

Downloads

Download data is not yet available.

References

Pelanggan terhadap Loyalitas Pelanggan dengan Minat Beli Ulang sebagai Variable Intervening. Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis, 3(4), 1045-1054.

Azhar, M. S., Othman, I. B. L., & Ahmad, N. (2018). A conceptual framework on customer satisfaction: the mediating role of corporate image. Global Social Sciences Review, 3(4), 254-272.

Azzahra, S., & Nawawi, Z. M. (2025). Indonesian MSMEs’ Survival Strategies in Facing Global Competition: A Systematic Literature Review. Malacca: Journal of Management and Business Development, 2(2), 116–130. https://doi.org/10.69965/malacca.v2i2.166

Abdussamad, H. Z. (2021). Metode penelitian kualitatif. CV. Syakir Media Press.

Albérico, R. (2023). Relationship marketing and customer retention-a systematic literature review. Studies in Business and Economics, 18(3), 44-66.

Akramov, T. (2012). Marketing strategy: concepts and implication. European Journal of Business and Economics, 4.

Abou-Shouk, M., Zouair, N., Abdelhakim, A., Roshdy, H., & Abdel-Jalil, M. (2024). The effect of immersive technologies on tourist satisfaction and loyalty: the mediating role of customer engagement and customer perceived value. International Journal of Contemporary Hospitality Management, 36(11), 3587-3606.

Boora, K. K., & Singh, H. (2011). Customer loyalty and its antecedents: a conceptual framework understanding e-marketing–optimization of resources. Asia Pacific Journal of Research in Business Management, 2(1), 151-164.

Gronwald, K.-D. (2020). Integrated Business Information Systems: A Holistic View of the Linked Business Process Chain ERP-SCM-CRM-BI-Big Data. Springer Berlin Heidelberg, Imprint Springer.

Hiray, A. P., & Anjum, A. (2022). Customer Value: A Systematic Literature Review. Journal of Positive School Psychology, 6(2), 2999-3003.

Khadka, K., & Maharjan, S. (2017). Customer satisfaction and customer loyalty. Centria University of Applied Sciences Pietarsaari, 1(10), 58-64.

Kotler, P. (2001). Marketing management, millenium edition. Prentice-Hall, Inc..

Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: the future is immersive. John Wiley & Sons.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.

Mazaya, N. N., & Suliswaningsih, S. (2023). Perancangan Ui/Ux Aplikasi “Dengerin” Berbasis Mobile Menggunakan Metode Design Thinking. Komputa: Jurnal Ilmiah Komputer dan Informatika, 12(2), 39-49.

Mishulin, G. M., Molchan, A. S., Biryukov, A. Y., & Haradzhyan, L. V. (2016). Integrated marketing information and communication system: new quality of the communication interaction. International Review of Management and Marketing, 6(6), 7-14.

Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard business review, 85(2), 116.

Nedeva, V. I. (2004). Concept of an integrated marketing information system. Trakia Journal of Sciences, 2(4), 17-21.

Nurmalasari, A., & Wijaya, N. H. S. (2022). Consumer Satisfaction, Consumer-Brand Identification, and Repurchase Intention. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 12(1), 1-10.

Nurfajriani, W. V., Ilhami, M. W., Mahendra, A., Afgani, M. W., & Sirodj, R. A. (2024). Triangulasi data dalam analisis data kualitatif. Jurnal Ilmiah Wahana Pendidikan, 10(17), 826-833.

Nurwakhidah, A., & Musfiroh , U. M. (2024). The Role of Bank Muamalat Indonesia KCP Kepanjen in Determining Customer Decisions Using Hajj Program Financing Products (Prohajj) with the Qardh Wakalah Bil Ujrah Agreement. Danadyaksa: Post Modern Economy Journal, 2(1), 1–14. https://doi.org/10.69965/danadyaksa.v2i1.30

Pujihastuti, I. (2007). Customer Value Sebagai Sumberdaya Informasi Bagi Perusahaan. Optimal: Jurnal Ekonomi dan Kewirausahaan, 1(2), 46-55.

Porancea-Răulea, A. (2024). IMPROVING CUSTOMER SATISFACTION IN THE IMMERSIVE EXPERIENCES ERA. Revista Academiei Fortelor Terestre, 29(4).

Paananen, A., & Seppänen, M. (2013). Reviewing customer value literature: Comparing and contrasting customer values perspectives. Intangible Capital, 9(3), 708-729.

Ranabhat, D. (2018). Customer Loyalty in Business [Thesis, Centria University of Applied Sciences].

Rahardjo, M. (2017). Studi Kasus dalam Penelitian Kualitatif: Konsep dan Prosedurnya. Universitas Islam Negeri Maulana Malik Ibrahim Malang.

Ramadhani, M. R., & Kusumawardhani, A. (2024). Analisis Pengaruh Pengalaman Pelanggan, Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi pada Konsumen AHASS Motor di Kota Semarang). Diponegoro Journal of Management, 13(5).

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta, Bandung.

Suriansha, R. (2023). Pengaruh Customer Experince Di Era Digitalisasi Terhadap Retensi Pelanggan Pada Industri Retail. Journal of Economics and Business UBS, 12(4), 2270-2277.

Susiang, M. I. N., Suryaningrum, D. A., Masliardi, A., Setiawan, E., & Abdillah, F. (2023). Enhancing customer experience through effective marketing strategies: The context of online shopping. SEIKO: Journal of Management & Business, 6(2), 437-447.

Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of marketing Research, 25-61.

Setiawati, L., & Susanti, A. (2022). Pengaruh Pengalaman Pelanggan, Kesadaran Merek dan Kepuasaan Pelanggan Terhadap Loyalitas Pelanggan pada Ella Skin Care di Cabang Gentan. Jurnal Ekonomi Akuntansi dan Manajemen, 21(1), 49-59.

Shaw, E. H. (2012). Marketing strategy: From the origin of the concept to the development of a conceptual framework. Journal of historical research in marketing, 4(1), 30-55.

Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience–loyalty–consumer spend. Journal of Retailing and Consumer Services, 31, 277-286.

Shailesh, G., & Reddy, D. B. (2016). Mediation role of customer advocacy in customer loyalty and brand equity relationship–An empirical study in context to in-store brands. Indian Journal of Science and Technology, 9(45), 1-8.

Tom Dieck, M. C., & Han, D. I. D. (2022). The role of immersive technology in Customer Experience Management. Journal of marketing theory and practice, 30(1), 108-119.

Vincent, A. (2024). The power of marketing: Data analytics, consumer behaviors, and marketing strategies in current times (University Honors College, Paper 4). Indiana State University. https://scholars.indianastate.edu/honorsp/4

Werdiningsih, E., & Hamid B., A. (2022). Lima Pendekatan dalam Penelitian Kualitatif. LIKHITAPRAJNA Jurnal Ilmiah, 24(1).

Wereda, W., & Grzybowska, M. (2016). Customer Experience–does it matter. Modern management review, 23(3), 199-207.

Yamamoto, G. T. (2000). Understanding Customer Value Concept: Key To Success. Conference on Business Administration, Gökçeada, Çanakkale, TURKEY.