Impact of Emerging Technologies on Customer Loyalty: A Systematic Review

The rapid evolution of emerging technologies has generated growing interest in their potential to transform customer loyalty into digital environments. This study aims to conduct a systematic literature review (SLR) to analyze how emerging technologies influence customer loyalty. This review is focused on identifying how these technologies affect loyalty indicators in markets with developed digital environments. A total of 453 articles from the Scopus database were identified by applying the PRISMA methodology. After removing duplicates and applying filters by language and document type, 103 relevant articles were selected. Then, a detailed review based on inclusion and exclusion criteria was conducted. Hence, 51 documents were finally included for analysis. The main technologies investigated were Big Data, IoT, and Machine Learning. Big Data and Data Analytics were the most researched technologies, followed by IoT and Machine Learning. The systematic review demonstrated that emerging technologies significantly impact customer loyalty. Artificial intelligence and data analytics are key tools for improving customer experience and retention, which contributes to business growth. It is concluded that adopting these technologies enhances customer experience by offering personalization, behavior prediction, and inventory optimization, resulting in greater customer satisfaction and loyalty.

@article{Andia-Reyna2025,
  title     = {Impact of Emerging Technologies on Customer Loyalty: A Systematic Review},
  journal   = {International Journal of Advanced Computer Science and Applications},
  volume    = {16},
  number    = {3},
  year      = {2025},
  publisher = {The Science and Information Organization},
  author    = {Jonattan Andia-Reyna and Yorhs Malasquez-Villanueva},
  doi       = {10.14569/IJACSA.2025.0160320},
  url       = {https://doi.org/10.14569/IJACSA.2025.0160320}
}