Customer Experience as a Lever for Loyalty: An Investigation into Orange Morocco

The concept of customer experience has significantly emerged in the business realm as an alternative to the conventional marketing practices, which are widely considered outdated in the era of rapidly evolving technological perspectives. This research endeavors to deeply explore the factors that contribute to the success of the customer experience and its potential impact on customer loyalty. Following a theoretical framework, we aim to investigate this causal relationship between customer experience and loyalty on the field, with a focus on the Orange company. To this end, a questionnaire was administered to a sample of 384 individuals. The resulting data were analyzed using the quantitative data analysis software “SPSS” through univariate and bivariate analyses of the questionnaire responses., unequivocally demonstrating the direct influence of a successful customer experience on loyalty. This study yields two significant contributions: firstly, it enhances the understanding of the interplay between customer experience and loyalty, and secondly, it furnishes researchers with a high-quality resource capable of stimulating novel research avenues.