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E&M

2026/2

Findings from a Qualitative Study in Retail: Loyalty and Trust in Digital Transformation

Digital transformation is profoundly reshaping the logic of customer loyalty management in the retail sector, affecting both customer interaction methods and corporate decision-making processes. In this context, understanding how organizations interpret and contend with these changes is a central issue. This paper presents a qualitative empirical analysis, developed as a continuation of the first phase of the Loyalty Promotion Monitor 2024 conducted by SDA Bocconi School of Management. Our findings offer a managerial perspective on loyalty dynamics within digital transformation processes, helping to clarify the key strategic levers and emerging challenges in customer relationship management.

Keywords: customer loyalty, relational trust, digital transformation, organizational governance, customer journey

DOI: 10.57590/1120-5032-202602eng-3

Pages 14-25

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