A Influência da Experiência e do Sucesso do Cliente na Retenção e na Performance Organizacional

Abstract

This study investigates how Customer Experience (CX) and Customer Success (CS) influence customer retention and organizational performance within a highly competitive retail environment. Faced with market saturation and the declining effectiveness of transactional differentiators, such as price, delivery options and discounts, Company A sought to understand the determinants of customer loyalty and repurchase behavior. A mixed-methods approach was adopted, combining a structured quantitative survey previously conducted by the company with 300 B2B and B2C respondents, and a qualitative stage composed of ten semi-structured interviews conducted by the researcher. Quantitative results reveal the predominance of functional purchases, strong influence of logistical convenience and high market fragmentation, particularly among non-customers. Qualitative findings highlight trust, proximity, responsive support and a seamless experience as the main drivers of loyalty. The integrated analysis shows that retention depends on the interaction between operational efficiency (CX), reliable post- purchase support (CS) and continuous relationship building, confirming that CX and CS operate as complementary dimensions of value creation. The study also identifies post-sales technical assistance as a strategic opportunity to increase repurchase intention, reduce churn and encourage customers to migrate toward higher-value products. Overall, sustainable competitive advantage in retail derives less from transactional benefits and more from the ability to deliver consistent value throughout the customer journey, aligning experience, trust and customer success.