Peran Kreativitas dalam Membangun Loyalitas Konsumen yang Berkelanjutan
Keywords:
business creativity, customer loyalty, experiential marketing, creative practices, emotional connection, customer engagement, relationship marketingAbstract
This library research examines how business creativity contributes to customer loyalty and identifies creative practices most effective for building and sustaining long-term loyalty. Synthesis of literature from marketing, consumer behavior, and creativity studies reveals that creativity contributes to loyalty through creating memorable experiences, building emotional connections, fostering a sense of community and shared identity, personalizing interactions to make customers feel special, and systematically orchestrating positive surprises. The most effective creative practices include creating consumption rituals, storytelling that positions customers as characters within brand narratives, designing physical or virtual spaces for exploration and discovery, developing systematic yet unpredictable surprises, empowering employees for creative initiatives, creative post-purchase communication, and creating integrated cross-channel experiences with surprises at each touchpoint. Loyalty built through creativity tends to be more durable and more resistant to competitive attacks because it is based on emotional bonds and unique experiences that cannot be easily replicated.
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