Touchpoints and Enablers in Digital Loyalty: A Model for Designing Customer Relationships

The proliferation of digital touchpoints does not in itself guarantee lasting relationships with customers. Indeed, in highly competitive environments where switching is easy, customer loyalty is the result of strategic relationship design. With this in mind, we propose an integrated perspective that distinguishes between touchpoints and enablers, in other words, the conditions that make it possible to transform digital interaction into attitudinal and behavioral loyalty. Starting from a review of the literature, we develop a conceptual framework that highlights how the combination of these elements shapes loyalty outcomes, offering insights for formulating digital marketing strategies