Algorithmic Transparency and Brand Trust in Indonesia’s Digital Customer Experience
DOI:
https://doi.org/10.54518/eir.4.1.2026.1404Keywords:
Algorithmic Transparency, Brand Reputation, Brand Trust, Customer LoyaltyAbstract
This conceptual paper examines how algorithmic transparency shapes brand trust, brand reputation, and customer loyalty through ethical digital customer experience in Indonesia's digital marketplace. The discussion is situated in an environment in which e-commerce, social commerce, AI-enabled personalization, digital advertising, and data-driven service interactions increasingly mediate customer-brand relationships. The study develops an integrative framework linking ethical digital marketing, algorithmic transparency, ethical digital customer experience, brand trust, brand reputation, and customer loyalty. Rather than presenting primary empirical data, the article synthesizes literature on consumer trust, relationship marketing, customer experience, data ethics, and digital transparency. The conceptual synthesis indicates that transparent personalization, responsible data use, fair recommendation systems, honest communication, and consistent service recovery can reduce perceived manipulation and strengthen customer confidence. The main finding is that customer loyalty in the digital age is more likely to emerge when brands design digital experiences that are not only convenient and personalized but also transparent, fair, privacy-respecting, and human-centered.
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