The enabling factors of loyalty in the digital contexts

The chapter focuses on the conditions that can make the touchpoints effective in building loyalty. Although touchpoints provide the necessary infrastructure for interaction, they may not be sufficient on their own. Their potential impact depends on a series of enabling factors that act as mediators or moderators, transforming a simple interaction into a meaningful and lasting relationship. Enablers include user experience, customer engagement, brand connection, satisfaction, perceived quality, trust, price fairness, gamification, and personalization. Each of these elements can play a decisive role in determining whether and how touchpoints support loyalty development. Similarly, omnichannel strategies can increase contact opportunities, but without consistency across experiences, they risk confusing customers and weakening the brand relationship. The purpose of this chapter is to identify and systematize the enablers and boundary conditions involved in digital loyalty, highlight how enablers influence customer trust and satisfaction, strengthen the bond with the brand, activate various forms of engagement, and identify the mechanisms through which enablers operate.