A SYSTEMATIC LITERATURE REVIEW: NAVIGATING THE BALANCE ENGAGING CUSTOMER EXPERIENCE AND DATA SECURITY IN THE DIGITAL ERA

Abstract

In an increasingly digitalized world, a key challenge for companies is to meet customers’ expectations for personalized and satisfying experiences, while protecting their privacy and data security. This study aims to understand how companies can balance delivering engaging customer experiences and maintaining data security in the digital era. Using a Systematic Literature Review (SLR) approach, this study analyzes 67 articles published between 2020 and 2024 to identify trends, challenges, and opportunities in this area. The results show that successfully creating this balance depends on three main aspects: the application of innovative technologies, responsive regulation to change, and building customer trust. The findings also highlight the importance of cross-disciplinary collaboration in developing a more holistic and strategic approach. This study contributes to theory development by offering a new conceptual framework on the relationship between customer experience and data security. In addition, the findings are also practically relevant for companies in designing policies and strategies that allow them to remain competitive without compromising customer privacy. By combining theoretical and practical insights, this study is expected to help companies better respond to the challenges of the digital era.