EXPLORING SERVICE AND TECHNOLOGY AS COMPETITIVE ADVANTAGES IN RETAIL 4.0: A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.1234/aira.v2i1.60Keywords:
Retail 4.0, E-Commerce, Artificial Intelligence, Omnichannel, Big Data, Service Innovation, Customer Experience, Digital Transformation, Technology Adoption, Smart Retail, Competitive AdvantageAbstract
This study investigates the transformation of the retail sector within the context of Retail 4.0, emphasizing the integration of technology and service innovation as competitive advantages in the digital era. Utilizing a Systematic Literature Review (SLR) based on the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol, a comprehensive dataset was compiled from peer-reviewed journal articles published between 2019 and 2024. The review process involved multiple stages, including identification, screening, eligibility, and inclusion, resulting in the selection of 43 high-quality articles focused on themes such as artificial intelligence, omnichannel strategies, service innovation, and data-driven personalization in retail. To complement the thematic analysis, a bibliometric analysis was conducted using VOSviewer software to visualize research trends, keyword co-occurrences, and author networks. The keyword mapping revealed strong conceptual linkages between AI, big data, customer experience, and digital transformation. The findings indicate that successful adoption of Retail 4.0 technologies enables retailers to deliver personalized and immersive customer experiences, enhance operational efficiency, and foster brand loyalty. Furthermore, the study identifies current research gaps related to ethical concerns, regulatory challenges, and the underrepresentation of small and medium enterprises (SMEs) in digital transformation literature. Overall, this research underscores the strategic importance of integrating advanced technologies and service innovation to remain competitive in a rapidly evolving retail landscape.
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