Customer Experience and Digital Transformation through of Trust in Loyalty Across Abu Dhabi’s Digital Economy: A proposed framework

Abstract

This study explores the impact of digital transformation on customer loyalty, with a focus on the mediating roles of customer experience and customer trust in the context of Abu Dhabi’s digital economy. As organizations across banking, retail, e-commerce, and government services adopt advanced technologies such as AI, blockchain, and big data, there is a growing need to understand how these digital innovations influence customer relationships. Despite widespread digital adoption, a critical gap remains in understanding how customer trust bridges the relationship between digital transformation and long-term loyalty. The study aims to investigate how digital transformation enhances customer experience and trust, ultimately driving loyalty, while addressing the lack of empirical research within the Abu Dhabi market. Using a quantitative, survey-based research design, the study collects primary data from customers interacting with digitally transformed businesses, employing structural equation modeling (SEM)to test the conceptual framework and hypotheses. The scope is limited to digitally active customers in Abu Dhabi, offering context-specific insights. Upon completion, the findings will provide practical implications for businesses and policymakers seeking to strengthen loyalty through technology-driven, trust-centered strategies. The study emphasizes that digital transformation must be accompanied by meaningful experiences and ethical practices to foster sustained customer relationships.