DAMPAK CUSTOMER EXPERIENCE DALAM MEMBANGUN KEUNGGULAN BERSAING RITEL MODERN

Abstrak

Penelitian ini mengkaji peran customer experience (CX) dalam menciptakan keunggulan bersaing berkelanjutan pada industri ritel modern. Melalui metode literature review terhadap penelitian yang dipublikasikan pada tahun 2020–2025, studi ini mensintesis temuan empiris terkait CX, kepuasan pelanggan, loyalitas, serta keunggulan bersaing. Hasil penelitian menunjukkan bahwa pengalaman pelanggan yang mencakup dimensi sensorik, emosional, kognitif, perilaku, dan relasional berpengaruh signifikan terhadap kepuasan serta loyalitas jangka panjang. CX yang positif dan konsisten mendorong pembelian ulang, menurunkan niat berpindah, serta memperkuat keterikatan emosional pelanggan terhadap merek ritel. Selain itu, integrasi teknologi digital, suasana toko, kualitas layanan, dan efisiensi operasional menjadi elemen diferensiasi yang sulit ditiru oleh pesaing. Dengan demikian, customer experience tidak hanya berfungsi sebagai pendorong kepuasan dan loyalitas, tetapi juga sebagai dasar strategis dalam membangun keunggulan bersaing yang berkelanjutan di industri ritel modern.

This study examines the role of customer experience (CX) in creating sustainable competitive advantage in the modern retail industry. Through a literature review of studies published from 2020 to 2025, this research synthesizes empirical findings related to CX, customer satisfaction, loyalty, and competitive advantage. The results show that customer experience encompassing sensory, emotional, cognitive, behavioral, and relational dimensions has a significant influence on satisfaction and long-term loyalty. Positive and consistent CX encourages repeat purchases, reduces switching intentions, and strengthens customers’ emotional attachment to a retail brand. In addition, the integration of digital technology, store atmosphere, service quality, and operational efficiency contribute to differentiation strategies that are difficult for competitors to imitate. Therefore, customer experience emerges not only as a driver of satisfaction and loyalty but also as a strategic foundation for developing sustainable competitive advantage in modern retail environments.