INTRODUCTION The advent of digitisation has brought about a profound shift in the way businesses engage with their customers. In today’s dynamic business background, companies are navigating a unique blend of opportunities and challenges to cultivate lasting customer satisfaction and loyalty. This transformation is driven by the increasing inter-connectedness of customers through various digital technologies. The impact of digitisation on customer satisfaction is a central theme in this study. Businesses are leveraging on various digital tools to facilitate customer interactions. Recognising that information plays a crucial role in customer satisfaction, which is a key driver of customer loyalty, there is a pressing need to understand the optimal volume and nature of information. To achieve this objective, our study will explore the intricate dynamics of customer loyalty, examining the impact of digital technology adoption, customer engagement tactics and data-driven personalisation on customer satisfaction and, subsequently, on customer loyalty. The subsequent sections of the paper are structured as follows: Section 2 undertakes a comprehensive literature review, outlining hypotheses derived from existing research. This section also elucidates the conceptual framework adopted for the study. In Section 3, the research methodology is delineated, providing insights into the data collection procedure and the components of the questionnaire. Section 4 presents the research outcomes through a thorough examination of three primary analyses: convergent validity, factor loading and hypothesis testing. Furthermore, Section 5 encapsulates the research findings and concludes with a discussion on the limitations of the study. The final section, Section 6, addresses the research’s limitations and outlines future directions LITERATURE REVIEW AND HYPOTHESES STATEMENTS The rise of digitisation has triggered a profound shift in how businesses interact with their customers (Kagermann, 2015; Sestino et al., 2020). As companies grapple with the challenges and opportunities presented by the increasing interconnectedness of customers through online platforms and the pervasive influence of digital technology (Gulfraz et al., 2022), the cultivation of enduring customer loyalty CULTIVATING CUSTOMER LOYALTY IN THE DIGITAL AGE: STRATEGIES, CHALLENGES AND BEST PRACTICES FOR BUSINESSES Riktesh Srivastava* Abstract: This research delves into digital service acceptance in the UAE, scrutinising variables like digital technology adoption, customer engagement tactics and data-driven personalisation. Through arduous data analysis, these variables reveal significant positive impacts on both customer satisfaction and loyalty, emphasising the pivotal role of seamless integration and tailored communications in fostering customer contentment and allegiance. The study advocates for longitudinal research to capture evolving digital trends and behaviours, recognising the need for broader cultural representation in future investigations. The outcomes not only provide valuable insights into the dynamics of digital service acceptance but also underscore the importance of strategic digital integration and personalised engagement in building enduring customer loyalty. This research sets the stage for future investigations to deepen our understanding of evolving trends and further contribute to the dynamic landscape of digital service interactions. Keywords: Customer Engagement Tactics, Customer Satisfaction, Data-Driven Personalisation, Digital Technology Adoption, Customer Loyalty * College of Business, City University Ajman, UAE. Email: r.srivastava@cu.ac.ae International Journal on Customer Relations 11 (2) 2023, 21-28 http://publishingindia.com/ijcr/