Retention and trust strategies in competitive digital environments

Abstract

Introduction: The study addressed the relationship between customer retention and digital personalization, highlighting its importance in a context marked by digitalization and global competition. It analyzed how marketing strategies based on data and technology contributed to strengthening customer loyalty, satisfaction and experience, essential pillars of organizational growth. The research considered both international and national antecedents, evidencing the relevance of personalization as the axis of loyalty in sectors such as banking and telecommunications.
Development: At the international level, research such as Lesmes et al. (2021) and Abarca et al. (2022) demonstrated that digital personalization strategies, by incorporating interactive channels and adaptive recommendations, generated greater engagement and retention. At the national level, studies by Suárez and Rodríguez (2021) and Pérez (2022) confirmed that banking digitalization strengthened financial inclusion and consumer trust. The theoretical review evidenced that the commitment-trust theory allowed explaining how satisfaction and loyalty derived in a sustained relationship between customer and brand. Digital personalization, through the use of artificial intelligence and data analytics, facilitated the creation of unique experiences, improving the user's perception of value and emotional attachment.
Conclusions: The study concluded that customer retention was sustained by the interplay between satisfaction, loyalty and emotional attachment, reinforced by smart digital strategies. Thus, digital personalization was consolidated as a strategic tool to generate sustainable loyalty and strengthen competitive advantage in highly technological environments.