HOW SERVICE EXPERIENCE SHAPES CUSTOMER LOYALTY IN MODERN RETAIL: AN ANALYSIS OF THE LITERATURE
Keywords:
Customer Loyalty, Modern Retail, Omnichannel, Service Experience, VosviewerAbstract
The modern retail landscape has undergone a significant transformation driven by evolving consumer expectations and rapid technological advancements. This systematic literature review aims to explore how service experience influences customer loyalty in modern retail stores, particularly within omnichannel environments. Guided by the PRISMA 2020 framework, a structured search was conducted through the Scopus database for peer-reviewed articles published between January 2022 and April 2025. A total of 30 articles were selected based on strict inclusion and exclusion criteria. In addition to thematic synthesis, a bibliometric analysis using vosviewer was conducted to identify conceptual clusters and emerging trends. The findings indicate that service experience—through dimensions such as reliability, empathy, personalization, and digital interface quality—significantly impacts both attitudinal and behavioral loyalty. Key mediators such as customer satisfaction and trust were found to reinforce this relationship, especially in hybrid retail formats. The study highlights the growing relevance of digital personalization and omnichannel consistency in shaping customer loyalty. This review contributes a comprehensive understanding of the theoretical frameworks, service design elements, and technological factors that define customer loyalty in the evolving retail environment.References
Alsubhi, M., Blake, M. R., Livingstone, A., Moodie, M., & Ananthapavan, J. (2024). How supermarket retailers value business outcomes of healthy food retail strategies: a discrete choice experiment. Frontiers in Public Health, 12. Https://doi.org/10.3389/fpubh.2024.1450080
Ares, G., Girona, A., Brunet, G., Alcaire, F., Fajardo, G., Paroli, C., Amado, M., Santín, V., & Vidal, L. (2025). A mixed-methods exploration of the food retail environment of a low-income area of Montevideo, Uruguay. Health Promotion International, 40(1). Https://doi.org/10.1093/heapro/daae201
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
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
Bhatia, M., & Bhatt, K. (2023). Assessing the mediating impact of satisfaction on the relationship between retail service quality and customer loyalty: a study of organised apparel multi-brand retail stores in India. International Journal of Business and Emerging Markets, 15(2), 175–193. Https://doi.org/10.1504/IJBEM.2023.130486
Chen, K.-Y., Chiang, M.-Y., & Huang, T.-C. (2023). Redefining Customer Service Education in Taiwan’s Convenience Store Sector: Implementing an AI-Driven Experiential Training Approach. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 14099 LNCS, 57–66. Https://doi.org/10.1007/978-3-031-40113-8_6
Córdova, F. M., Cifuentes, F., Castro, C., & Hinostroza, C. (2022). Analysis of the purchasing decision-making process in e-commerce using SED Method from Neuromarketing. Procedia Computer Science, 214(C), 704–711. Https://doi.org/10.1016/j.procs.2022.11.232
De Maio, A., Musmanno, R., & Vocaturo, F. (2023). Unbiased decision making in location-routing problems with uncertain customer demands. Soft Computing, 27(18), 12883–12893. Https://doi.org/10.1007/s00500-022-06785-7
Do Espírito Santo, P. M., Cardoso, P. A., & Marques, A. M. A. (2025). Antecedents of Loyalty in Online Retail Stores in Customer Service. In Springer Series in Design and Innovation (Vol. 50, pp. 345–358). Https://doi.org/10.1007/978-3-031-76156-0_17
Han, X., Wang, W., & Gao, F. (2023). Design of Intelligent Supermarket Service Robot Based on Raspberry Pi. Proceedings of 2023 IEEE 3rd International Conference on Information Technology, Big Data and Artificial Intelligence, ICIBA 2023, 609–612. Https://doi.org/10.1109/ICIBA56860.2023.10165533
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
Jain, A., & Puri, N. K. (2023). Integrated Real Time Database for Supermarkets. Lecture Notes in Mechanical Engineering, 321–327. Https://doi.org/10.1007/978-981-16-9523-0_36
Khanna, A., Yadav, S., & Jaggi, C. K. (2023). Strategic investment modelling for retail sector post COVID-19. RAIRO - Operations Research, 57(5), 2735–2755. Https://doi.org/10.1051/ro/2023130
Komatsu, H., & Kimura, O. (2023). Customer segmentation based on smart meter data analytics: Behavioral similarities with manual categorization for building types. Energy and Buildings, 283. Https://doi.org/10.1016/j.enbuild.2023.112831
Lee, T., Han, S. R., & Song, B. D. (2023). Optimization of omnichannel Distribution Network Using Micro Fulfillment Center under Demand Uncertainty. IEEE Access, 11, 107496–107510. Https://doi.org/10.1109/ACCESS.2023.3317690
Li, Y., & Cheng, L. (2025). Research on the Application and Countermeasures of Metaverse Technology in Retail Service. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 15429 LNCS, 114–123. Https://doi.org/10.1007/978-3-031-76977-1_9
Liashenko, O., & Yakymchuk, B. (2022). Modeling the Optimal Grocery Store Trading Area Using Machine Learning Methods. CEUR Workshop Proceedings, 3347, 325–333. Https://www.scopus.com/inward/record.uri?Eid=2-s2.0-85149417257&partnerid=40&md5=4b32018360e021563196c9fb7440fed4
Lira, D., Mac’Hamilton, G., Stadtler, G., Almeida, M., Santos, S., & Vilela, J. (2023). The Use of Users’ Personal Data to Improve Online Retail Services: An Analysis from a Systematic Literature Review. ACM International Conference Proceeding Series, 78–85. Https://doi.org/10.1145/3592813.3592940
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
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
Meng, F. (2022). Analysis of supermarket member classification based on K-means algorithm. CAIBDA 2022 - 2nd International Conference on Artificial Intelligence, Big Data and Algorithms, 872–875. Https://www.scopus.com/inward/record.uri?Eid=2-s2.0-85166370596&partnerid=40&md5=590acb1237ae83085b529ca9b6151674
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
Mutambik, I., Lee, J., Almuqrin, A., Alamri, A., & Gauthier, J. (2024). Mapping the Impact of Consumer Online Service Experience on Online Impulse Buying Behaviour. Journal of Global Information Management, 32(1). Https://doi.org/10.4018/JGIM.347882
Nageswaran, L., Hwang, E. H., & Cho, S.-H. (2025). Offline Returns for Online Retailers via Partnership. Management Science, 71(1), 279–297. Https://doi.org/10.1287/mnsc.2023.01291
Natarajan, S., Krishna, S. H., Dhaliwal, N., Sumalatha, I., Limbore, N. V, & Rajalakshmi, B. (2024). Adopting Big Data Analytics in Innovative B2B Marketing. Proceedings of International Conference on Communication, Computer Sciences and Engineering, IC3SE 2024, 1575–1579. Https://doi.org/10.1109/IC3SE62002.2024.10592878
Natarajan, T., Veera Raghavan, D. R., & Jayapal, J. (2024). How does channel integration quality promote omnichannel customer citizenship behavior? The moderating role of the number of channels used and gender. Kybernetes, 53(10), 3133–3159. Https://doi.org/10.1108/K-11-2022-1594
Pahuja, H., Delir Haghighi, P., & Jayaraman, P. P. (2024). Data-driven decision-support system for expansions in retail stores: Dexter. Journal of Decision Systems, 33(sup1), 222–233. Https://doi.org/10.1080/12460125.2024.2349428
Pi, Z., Fang, W., Perera, S. C., & Zhang, B. (2022). Enhancing the online buyer perception of consumer experience products in a dual-channel supply chain: A new role of free-riding. International Journal of Production Economics, 253. Https://doi.org/10.1016/j.ijpe.2022.108600
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
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. (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., & 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., 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
Roozen, I., Raedts, M., & Yanycheva, A. (2023). Are Retail Customers Ready for Service Robot Assistants? International Journal of Social Robotics, 15(1), 15–25. Https://doi.org/10.1007/s12369-022-00949-z
Schenk, B., & Fischer, J. (2022). Local online Marketplaces - Expectations of retailers and service providers. ACM International Conference Proceeding Series, 54–59. Https://doi.org/10.1145/3551504.3551518
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
Siek, M., & Tadjoedin, P. (2024). Analysis of Factors Influencing the Buyer Preferences on Goods and Services: Comparing E-Commerce and Retail Stores. 2024 6th International Conference on Cybernetics and Intelligent System, ICORIS 2024. Https://doi.org/10.1109/ICORIS63540.2024.10903694
Sin-Bok, L. (2025). The impact of service quality in retail stores on loyalty and repurchase intent through consumer value. Edelweiss Applied Science and Technology, 9(3), 2919–2929. Https://doi.org/10.55214/25768484.v9i3.5888
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
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
Wang, Q., Ji, X., & Zhao, N. (2024). Embracing the power of AI in retail platform operations: Considering the showrooming effect and consumer returns. Transportation Research Part E: Logistics and Transportation Review, 182. Https://doi.org/10.1016/j.tre.2023.103409
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
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
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
Zhao, X., Qi, D., & Liu, H. (2023). Distribution Model of Retail Store Based on Computer Simulation Optimization. Proceedings of SPIE - The International Society for Optical Engineering, 12790. Https://doi.org/10.1117/12.2689632
