Abstract
For an organization to succeed, it is essential to have customers. In order to evolve and grow, they must become loyal consumers. This approach is challenging in the current era, which is characterized by rapid changes and the increasing use of artificial intelligence. Historically, customers were satisfied with quality alone. However, in the modern context, factors such as globalization, virtual reality, artificial intelligence, and generational differences have made it more difficult for organizations to understand and meet their customers’ needs, and to foster customer loyalty. The objectives of this review paper are twofold: firstly, to collate and examine the existing evidence concerning customer satisfaction, and secondly, to identify strategies and measures that will prove effective in the context of the current era of immersive experiences. The principal conclusion is that the assurance of customer satisfaction is not contingent solely upon the deployment of AI technologies; rather, they exert a considerable influence upon this objective.