This study examines the transformation in consumer behavior brought about by the digital age from the perspective of "silent conflicts" and consumer regret. It analyzes the evolutionary process of traditional consumer behavior models in the digital ecosystem based on Oliver's Expectation Confirmation Theory, Festinger's Cognitive Dissonance Theory, and Hirschman's Exit-Voice-Loyalty model.

The research conceptualizes the process of customers silently leaving businesses without using explicit complaint mechanisms as "silent conflict." The continuous comparison environments created by digital platforms require a re-examination of traditional regret theories, showing that regret has transformed from a one-time experience to a continuously renewed process. The study analyzes the dynamics of expectation-reality discrepancy, revealing how algorithm-based personalization shapes customer expectations. Proactive customer experience management strategies of digital platforms such as Amazon, Spotify, and Netflix are exemplified.

The research emphasizes that businesses need to transition from traditional reactive approaches to proactive and predictive customer experience management. Future successful businesses will be organizations that understand what their customers do not say and transform this silence into meaningful insights. The theoretical framework provides critical foundations for future empirical research and conceptual guidance for businesses to develop proactive customer experience management strategies.