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All Journal Jurnal Ilmiah Manajemen Kesatuan
Firza Destrian Muhamad
Universitas Paramadina, Indonesia
Economics, Econometrics & Finance Social Sciences

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Assessing the Determinants of Customer Loyalty under the Framework of Digital Customer Journey and Customer Lifetime Value Firza Destrian Muhamad; Lingga Yuliana
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4629

Abstract

Digitalization has changed how hotel customers interact with services, making the digital customer journey increasingly important. The purpose of this study is to examine the influence of the digital customer journey, customer lifetime value, and customer loyalty. Theoretical contributions include providing an empirical understanding of the relationship between the digital customer journey, customer lifetime value, and customer loyalty within the hotel industry context. Meanwhile, practical contributions are provided by designing a digital strategy focused on improving the customer experience at every stage of the digital journey. Quantitative methods were used in this study. Purposive sampling was the sampling technique, involving 212 respondents who were Artotel customers. The data source was primary data using an online questionnaire. The data analysis technique used was partial least squares, processed using the SmartPLS version 4.1.0.0 analysis tool. The results show that the digital customer journey positively and significantly influences both customer lifetime value and customer loyalty. Customer lifetime value has a positive and significant influence on customer loyalty. The managerial implications of this study are that companies need to optimize long-term relationships with customers through data-driven loyalty programs and personalized services relevant to customer preferences.
Quantifying the Strategic Effect of Digital Customer Journey on Loyalty: The Mediating Influence of Customer Lifetime Value Lingga Yuliana; Firza Destrian Muhamad; Randy Deandre Pangeran
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 4 (2026): JIMKES Edisi Juli 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i4.5083

Abstract

The increasing reliance on digital touchpoints has made it essential for hotels to understand how customers’ online experiences contribute to long-term value and loyalty. This study analyzes the effects of the digital customer journey and customer lifetime value on customer loyalty. It examines the mediating role of customer lifetime value in the relationship between the digital customer journey and customer loyalty. A quantitative approach was employed using purposive sampling, involving 212 guests of Artotel. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.0.0. The findings show that both the digital customer journey and customer lifetime value positively and significantly affect customer loyalty. Furthermore, customer lifetime value significantly mediates the relationship between the digital customer journey and customer loyalty. These findings contribute to theory by providing empirical evidence of the interconnected roles of digital experiences, customer value, and loyalty. The results highlight the importance of developing integrated digital strategies that enhance customer experiences and strengthen long-term customer relationships.
Co-Authors Lingga Yuliana Randy Deandre Pangeran