Customer loyalty in omnichannel retail: an AI-based literature review

Abstract

With the rise of digital transformation retail companies have adopted an omnichannel strategy, to integrate online and offline channels and provide a seamless customer experience. The concept of omnichannel retail has gained popularity among researchers. However, limited research explores long-term customer satisfaction and topics such as loyalty or advocacy. This paper conducts a quantitative and qualitative analysis, revealing emerging trends in loyalty within omnichannel retail literature.