Organizational Change Management and Customer Loyalty: A Review
Keywords:
Organization, change management, customer, loyaltyAbstract
Aim. Many organizations undergo changes such as restructuring, mergers, and acquisitions, which causes disruption to their customers. The primary aim of this study is to understand how these changes affect customer loyalty and how organizations can mitigate the negative effects of change on their customers.
Methods: This literature review was conducted using desktop methods, relying on electronic databases, online resources, and digital sources to gather relevant scholarly articles and publications. The selected articles were carefully read and analyzed to extract key findings, research methodologies, and theoretical frameworks. Patterns, commonalities, and gaps within the literature were identified and synthesized to provide a comprehensive overview of the research topic.
Results: The study found that organizational change management have a significant impact on customer loyalty. Customers who experience disruptions in their interactions with organizations during times of change are more likely to become disloyal. The study also found that organizations mitigate the negative effects of change on customer loyalty by effectively communicating with their customers and providing them with a sense of stability and continuity during the change process.
Conclusion: The study also reinforces the need for organizations to prioritize their customers in their change management strategies to minimize the negative impact of change on customer loyalty.
Recommendation: Organizations should prioritize customer satisfaction and loyalty during times of change. Organizations should also invest in training and development programs to equip their employees with the necessary skills to manage changes effectively and maintain customer loyalty.
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