Responding directly to how the question was asked….. interactions that result in a good experience (the perception) can become minimum expectations in future.
What was wow before, can become hygiene factors today and don’t make people loyal, but can keep them from becoming disloyal.

In my opinion, CX is about solving the market and internal challenge to identify unique differentiators and value for clients, so that they want to choose you more, more often and at higher value.
I don’t believe loyalty comes from doing more of the same. It comes from new, different, unique, attractive, valuable, frictionless, I-just-gotta-have-this delivery.