The Influence of Digital Touchpoint Usage Experience on Customer Loyalty and the Mediating Role of Digital Engagement: A Study on an Internet Service Provider Company

In the current study, the influence of digital touchpoint usage experience on customer loyalty, along with the mediating role of digital engagement, was investigated. This study utilized a quantitative research method involving 385 customers of an Indonesian Internet service provider who fulfilled the selection criteria. Data collection was done using a 7-point Likert questionnaire, and the data was analyzed with the Structural Equation Modeling– Partial Least Squares (SEM-PLS) approach. The study found that digital touchpoint experience usage positively impacted digital engagement and customer loyalty, respectively. Meanwhile, digital engagement had a significant positive effect on customer loyalty and mediated the influence of digital touchpoint experience usage on customer loyalty. These results highlight the importance of constantly improving digital touchpoints, which, in turn, will enhance digital engagement and customer loyalty.