REINFORCING LOYALTY IN THE RETAIL LANDSCAPE: A SYSTEMATIC REVIEW OF CUSTOMER ENGAGEMENT STRATEGIES
DOI:
https://doi.org/10.1234/ijebs.v2i2.110Keywords:
Customer Engagement, Customer Loyalty, Digital Transformation, Omnichannel Strategy, Service QualityAbstract
This systematic literature review explores how customer engagement strategies influence customer loyalty in the evolving retail landscape. Amid rising consumer expectations and digital transformation, loyalty has shifted from transactional behaviors to a multidimensional construct encompassing emotional, cognitive, and behavioral dimensions. The study synthesizes findings from 35 peer-reviewed journal articles published between 2019 and 2024, focusing on themes such as service quality, loyalty programs, omnichannel integration, and digital innovation. A PRISMA-based methodology ensures transparency and rigor in literature selection, while VOSviewer is used for bibliometric analysis. The review finds that personalized experiences, technology-enabled engagement, and consistent omnichannel strategies are key loyalty drivers. Additionally, it identifies gaps in current models, which often neglect the intersection of emotional and behavioral loyalty in post-digital consumer behavior. The study provides actionable insights for retail practitioners and contributes to theory by integrating diverse perspectives on loyalty development. Future research should examine ethical personalization, cross-cultural patterns, and the role of AI in shaping consumer-brand relationships.
References
Afonso Vieira, V., Agnihotri, R., de Almeida, M. I. S., & Lopes, E. L. (2022). How cashback strategies yield financial benefits for retailers: The mediating role of consumers’ program loyalty. Journal of Business Research, 141, 200–212. https://doi.org/10.1016/j.jbusres.2021.11.072
Arli, D., van Esch, P., & Weaven, S. (2024). The Impact of SERVQUAL on Consumers’ Satisfaction, Loyalty, and Intention to Use Online Food Delivery Services. Journal of Promotion Management, 30(7), 1159–1188. https://doi.org/10.1080/10496491.2024.2372858
Arma, O. (2022). THE IMPACT OF VIRTUAL ANCHOR PERCEIVED WARMTH AND COMPETENCE ON CONSUMER PURCHASE INTENTION IN DIGITAL MARKETING. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Bellini, S., Aiolfi, S., & Sabbadin, E. (2021). How sustainable store brands drive satisfaction, trust and loyalty towards grocery retailers. Micro and Macro Marketing, 30(2), 305–331. https://doi.org/10.1431/100918
Bhat, I. H., & Gupta, S. (2024). Impact of e-service innovation on e-service delivery, trust and loyalty: a study of Indian retail banking. VINE Journal of Information and Knowledge Management Systems. https://doi.org/10.1108/VJIKMS-10-2022-0340
Bhatnagar, S. B. (2022). Why Are Some Customers More Loyal Than Others? The Impact of Positive Psychological Capital on Loyalty, Satisfaction, and Trust. Journal of Promotion Management, 28(5), 584–624. https://doi.org/10.1080/10496491.2021.2009610
Bourdeau, B. L., Joseph Cronin, J., & Voorhees, C. M. (2024). Customer loyalty: A refined conceptualization, measurement, and model. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.104020
Butt, A., Ahmad, H., Ali, F., Muzaffar, A., & Shafique, M. N. (2023). Engaging the customer with augmented reality and employee services to enhance equity and loyalty. International Journal of Retail and Distribution Management, 51(5), 629–652. https://doi.org/10.1108/IJRDM-04-2021-0165
Caruana, A., & Vella, J. (2024). Communal-brand connection and service loyalty: the mediation effect of corporate reputation and customer satisfaction among retail banking customers. International Journal of Bank Marketing, 42(7), 1472–1491. https://doi.org/10.1108/IJBM-01-2024-0012
Carvalho de Mesquita, J. M., Shin, H., Longuinho, J. P., & Moura, L. R. C. (2024). The consequences of showrooming behaviour on customer satisfaction and loyalty. International Journal of Retail and Distribution Management, 52(12), 1125–1141. https://doi.org/10.1108/IJRDM-01-2024-0024
Casper Ferm, L.-E., & Thaichon, P. (2021). Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory. Journal of Retailing and Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102584
Chakraborty, D., Banerjee, J., Mehta, P., & Singh, N. P. (2022). The Impact of Website Design on Online Customer Buying Satisfaction and Loyalty to E-Tailers: An Exploratory Study of E-Tailers in India. Information Resources Management Journal, 35(1). https://doi.org/10.4018/IRMJ.287902
Dabija, D.-C., Câmpian, V., Pop, A.-R., & Băbuț, R. (2022). Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility. Oeconomia Copernicana, 13(3), 891–934. https://doi.org/10.24136/oc.2022.026
Deshwal, P., Prakash, S., & Agrawal, I. (2024). The impact of online shopping convenience on satisfaction, loyalty, and word-of-mouth in Indian context. International Journal of Business and Globalisation, 36(1), 27–38. https://doi.org/10.1504/IJBG.2024.136002
Evanschitzky, H., Stan, V., & Nagengast, L. (2022). Strengthening the satisfaction loyalty link: the role of relational switching costs. Marketing Letters, 33(2), 293–310. https://doi.org/10.1007/s11002-021-09590-8
Ezenwafor, E. C., Ayodele, A. A., & Nwaizugbo, C. I. (2021). Social media marketing and brand loyalty among online shoppers in Anambra State, Nigeria: Mediating effect of brand awareness. Journal of Electronic Commerce in Organizations, 19(3), 16–27. https://doi.org/10.4018/JECO.2021070102
Gorji, M., Siami, S., Grimmer, L., & Grimmer, M. (2021). Storescape and customer loyalty: employee citizenship behaviour towards customers as a catalyst. Asia Pacific Journal of Marketing and Logistics, 33(9), 1881–1902. https://doi.org/10.1108/APJML-02-2020-0100
Haque, A. K. M. A., Chowdhury, N. A., Maulan, S., Islam, M. A., & Sarker, M. A. (2024). Configuring the effect of multidimensional retail service quality and perceived value on customer loyalty towards retailers in Malaysia: mediated by customer satisfaction and trust. International Journal of Services and Operations Management, 46(4), 492–519. https://doi.org/10.1504/IJSOM.2023.136121
Hien, B. T., Tram, N. T. N., & Minh Ai, T. N. (2021). Customer loyalty to modern retail channel a study in the context of covid-19 pandemic in Vietnam. Quality - Access to Success, 22(184), 122–130. https://doi.org/10.47750/QAS/22.184.16
Hinchcliff, M., Kyriazis, E., McCarthy, G., & Mehmet, M. (2023). The moderating role of high- and low-involvement product types on customer loyalty and satisfaction in banking: an Australian perspective. International Journal of Bank Marketing, 41(7), 1974–2004. https://doi.org/10.1108/IJBM-01-2023-0027
Huchzermeier, A., Wolters, J., & Uphues, M. (2023). The RealPro Customer Benefits Program: Rekindling Shopper Loyalty Through a Subscription Service. INFORMS Transactions on Education, 24(1), 17–21. https://doi.org/10.1287/ited.2021.0257ca
Ingale, K., Paliwal, M., Jha, S., Masarrat, G., Kodlekere, S., & Shedge, S. (2024). Delighting customers: Evaluating service quality and customer satisfaction of self-checkout users in sports retail. Innovative Marketing, 20(3), 97–109. https://doi.org/10.21511/im.20(3).2024.08
Ingriana, A., Prajitno, G. G., & Rolando, B. (2024). THE UTILIZATION OF AI AND BIG DATA TECHNOLOGY FOR OPTIMIZING DIGITAL MARKETING STRATEGIES. International Journal of Economics And Business Studies, 1(1), 21–42. https://doi.org/10.1234/IJEBS.V1I1.1
Khaled, A. S. D., Almugari, F., Al-Dalaien, B. O. A., Saeed, A. M. M., & Alomari, K. M. (2023). Understanding customer satisfaction and loyalty in Indian retail sector: an empirical study. International Journal of Business Excellence, 31(1), 49–74. https://doi.org/10.1504/IJBEX.2023.133555
Kimura, M. (2022). Customer segment transition through the customer loyalty program. Asia Pacific Journal of Marketing and Logistics, 34(3), 611–626. https://doi.org/10.1108/APJML-09-2020-0630
Lazaris, C., Sarantopoulos, P., Vrechopoulos, A., & Doukidis, G. (2021). Effects of Increased Omnichannel Integration on Customer Satisfaction and Loyalty Intentions. International Journal of Electronic Commerce, 25(4), 440–468. https://doi.org/10.1080/10864415.2021.1967005
Liu-Thompkins, Y., Khoshghadam, L., Attar Shoushtari, A., & Zal, S. (2022). What drives retailer loyalty? A meta-analysis of the role of cognitive, affective, and social factors across five decades. Journal of Retailing, 98(1), 92–110. https://doi.org/10.1016/j.jretai.2022.02.005
Maha, V. A., Hartono, S. D., Prajitno, G. G., & Hartanti, R. (2025). E-COMMERCE LOKAL VS GLOBAL: ANALISIS MODEL BISNIS DAN PREFERENSI KONSUMEN. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 21–44. https://doi.org/10.1234/JUMDER.V1I1.9
Mardhiyah, A. S. (2022). TECHNOLOGY’S ROLE IN RESHAPING THE E-COMMERCE LANDSCAPE. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Menidjel, C., & Bilgihan, A. (2023). How perceptions of relationship investment influence customer loyalty: the mediating role of perceived value and the moderating role of relationship proneness. Journal of Strategic Marketing, 31(1), 296–319. https://doi.org/10.1080/0965254X.2021.1900342
Meyer-Waarden, L., Bruwer, J., & Galan, J.-P. (2023). Loyalty programs, loyalty engagement and customer engagement with the company brand: Consumer-centric behavioral psychology insights from three industries. Journal of Retailing and Consumer Services, 71. https://doi.org/10.1016/j.jretconser.2022.103212
Mofokeng, T. E. (2021). The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1968206
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Carvajal-Trujillo, E. (2022). The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2021.102842
Morrison, N. B., Shambare, R., & Rukuni, T. (2023). Customer Loyalty Programmes in South Africa: Past, Present and Future Trajectories. International Journal of Customer Relationship Marketing and Management, 14(1). https://doi.org/10.4018/IJCRMM.325789
Mulyono, H. (2024). Pengaruh Diskon Tanggal Kembar Pada E-Commerce Terhadap Keputusan Pembelian | International Journal of Economics And Business Studies. International Journal of Economics And Business Studies (IJEBS), 1(1), 1–20. https://journal.dinamikapublika.id/index.php/IJEBS/article/view/2
Mulyono, H., Hartanti, R., & Rolando, B. (2025). SUARA KONSUMEN DI ERA DIGITAL: BAGAIMANA REVIEW ONLINE MEMBENTUK PERILAKU KONSUMEN DIGITAL. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 1–20. https://doi.org/10.1234/JUMDER.V1I1.10
Nakamori, T., Newell, S. J., & Han, B. T. (2022). Factors Influencing Consumer Loyalty: A Study of Japanese Retail Stores. Journal of Asia-Pacific Business, 23(1), 73–88. https://doi.org/10.1080/10599231.2022.2032958
Naqvi, M. H. A., Hongyu, Z., Naqvi, M. H., & Kun, L. (2024). Impact of service agents on customer satisfaction and loyalty: mediating role of Chatbots. Journal of Modelling in Management, 19(2), 470–491. https://doi.org/10.1108/JM2-01-2023-0004
Nishio, K., & Hoshino, T. (2024). Quantifying the short- and long-term effects of promotional incentives in a loyalty program: Evidence from birthday rewards in a large retail company. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.103957
Nusrat, F., & Huang, Y. (2024). Feeling rewarded and entitled to be served: Understanding the influence of self- versus regular checkout on customer loyalty. Journal of Business Research, 170. https://doi.org/10.1016/j.jbusres.2023.114293
Pereira, L., Quental, L., da Costa, R. L., Dias, Á., & Gonçalves, R. (2024). Customer loyalty to the retail pharmacy: present and future of the Portuguese market. International Journal of Logistics Systems and Management, 48(1), 92–119. https://doi.org/10.1504/IJLSM.2024.138867
Putri, L. W. B. (2022). TRACING THE DEVELOPMENT OF MARKETING IN THE AI ERA: A COMPREHENSIVE LITERATURE ANALYSIS. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Rahardja, B. V., Rolando, B., Chondro, J., & Laurensia, M. (2025). MENDORONG PERTUMBUHAN E-COMMERCE: PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KINERJA PENJUALAN. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 45–61. https://doi.org/10.1234/JUMDER.V1I1.6
Rains, T., & Longley, P. (2021). The provenance of loyalty card data for urban and retail analytics. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102650
Rico, H., de la Puente, M., Mahecha, J. D. R., & Perez, H. (2024). Social media, brand loyalty and the banking industry in Colombia. Innovative Marketing, 20(1), 31–39. https://doi.org/10.21511/im.20(1).2024.03
Rolando, B. (2024). CULTURAL ADAPTATION AND AUTOMATED SYSTEMS IN E-COMMERCE COPYWRITING: OPTIMIZING CONVERSION RATES IN THE INDONESIAN MARKET. International Journal of Economics And Business Studies, 1(1), 57–86. https://doi.org/10.1234/IJEBS.V1I1.4
Rolando, B., & Ingriana, A. (2024). SUSTAINABLE BUSINESS MODELS IN THE GREEN ENERGY SECTOR: CREATING GREEN JOBS THROUGH RENEWABLE ENERGY TECHNOLOGY INNOVATION. International Journal of Economics And Business Studies, 1(1), 43–56. https://doi.org/10.1234/IJEBS.V1I1.3
Rolando, B., & Mulyono, H. (2025a). Diverse Learning Environments on Students Entrepreneurial Intentions. International Journal of Pedagogy and Teacher Education-9, 9(1), 119–137. https://doi.org/10.20961/ijpte.v9i1.98592
Rolando, B., & Mulyono, H. (2025b). E-Commerce as a Catalyst for Digital Economy Development: A Study of Marketing Strategies and Their Impact. Journal of Distribution Science, 23(4), 61–79. https://doi.org/10.15722/jds.23.04.202504.61
Rolando, B., Ariyanto, K., Alexia, K. R., & Hartanti, R. (2022). PERAN AI DAN BIG DATA DALAM MENGOPTIMALKAN STRATEGI PEMASARAN DIGITAL. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Rolando, B., Chandra, C. K., & Widjaja, A. F. (2025). TECHNOLOGICAL ADVANCEMENTS AS KEY DRIVERS IN THE TRANSFORMATION OF MODERN E-COMMERCE ECOSYSTEMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rolando, B., Widjaja, A. F., & Chandra, C. K. (2025). UNDERSTANDING FASHION PURCHASING DECISIONS: A SYSTEMATIC REVIEW OF CONSUMER BEHAVIOR IN RETAIL (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/mosaic
Saricam, C. (2022). Analysing Service Quality and Its Relation to Customer Satisfaction and Loyalty in Sportswear Retail Market. Autex Research Journal, 22(2), 184–193. https://doi.org/10.2478/aut-2021-0014
Setiawan, B. L. T. (2022). ANALISIS PERAN AUGMENTED REALITY (AR) DALAM PEMASARAN DAN DAMPAKNYA PADA PERILAKU KONSUMEN. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Shaikh, A., Banerjee, S., & Singh, B. (2023). The Differential Impact of e-Service Quality’s Dimensions on Trust and Loyalty of Retail Bank Customers in an Emerging Market. Services Marketing Quarterly, 44(2–3), 121–141. https://doi.org/10.1080/15332969.2022.2161811
Sivapalan, A., Shankar, A., Das, M., & Konalingam, K. (2022). How to Enhance Customer Loyalty to Retail Stores via Retail Service Quality Practices? A Moderated Mediated Mechanism. Services Marketing Quarterly, 43(4), 445–465. https://doi.org/10.1080/15332969.2021.1997504
Tam, P. T., Van, P. D. N. Y., & Thuy, N. T. B. (2021). SERVICE QUALITY AFFECTING CUSTOMERS’ SATISFACTION AND LOYALTY: A CASE STUDY OF COMMERCIAL BANKS. Academy of Accounting and Financial Studies Journal, 25(Special Issue 2), 1–10.
Tan, D. M. (2022). A SYSTEMATIC REVIEW OF THE AI-POWERED MARKETING REVOLUTION: FROM TRADITIONAL TO DATA-DRIVEN APPROACHES. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Wallström, S., Hjelm Lidholm, S., & Sundström, M. (2024). Retailers view on customer loyalty–a social resource theory perspective. International Review of Retail, Distribution and Consumer Research, 34(4), 399–416. https://doi.org/10.1080/09593969.2023.2287998
Widjaja, A. F. (2025). FACTORS INFLUENCING PURCHASE INTENTION IN E-COMMERCE: AN ANALYSIS OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Wijaya, A. J. (2022). PERAN DAN IMPLEMENTASI TEKNOLOGI KECERDASAN BUATAN DALAM PENGALAMAN KONSUMEN E-COMMERCE: SEBUAH TINJAUAN SISTEMATIS. Artificial Intelligence Research and Applied Learning, 1(1). https://journal.dinamikapublika.id/index.php/aira
Winata, V. (2022). OPTIMIZING BIG DATA PROCESSING THROUGH ARTIFICIAL INTELLIGENCE: A SYSTEMATIC LITERATURE REVIEW. Artificial Intelligence Research and Applied Learning, 1(2). https://journal.dinamikapublika.id/index.php/aira
Xiang, W. R., Lee, Y.-K., & Wang, W. L. (2024). Does Online Travel & Retail Distribution Agency’s e-Service Quality Improve Customer Satisfaction, Trust, and Loyalty? Journal of Distribution Science, 22(10), 91–102. https://doi.org/10.15722/jds.22.10.202410.91
Xiao, B., Liu, Y., Piao, G., & Liu, Q. (2023). Research on the Impact of Loyalty Program Information Transparency on Customer Participation Intention with digital Information: The Moderating Role of Reward Redemption Channels. Journal of Organizational and End User Computing, 35(1). https://doi.org/10.4018/JOEUC.318403
Zaghloul, M., Barakat, S., & Rezk, A. (2024). Predicting E-commerce customer satisfaction: Traditional machine learning vs. deep learning approaches. Journal of Retailing and Consumer Services, 79. https://doi.org/10.1016/j.jretconser.2024.103865
Zahoor, A. (2023). Capitalizing on Service Failures: Implications for Customer Engagement and Loyalty. Business Perspectives and Research, 11(1), 81–93. https://doi.org/10.1177/22785337211070377
