Journal of African Development

The modern retail sector has experienced profound changes driven by rising consumer expectations and rapid technological innovation. This systematic literature review examines the impact of service experience on customer loyalty in modern retail settings, with particular attention to omnichannel environments. Following the PRISMA 2020 guidelines, a comprehensive search was conducted in the Scopus database, covering peer-reviewed articles published between January 2022 and April 2025. Based on clearly defined inclusion and exclusion criteria, 30 relevant studies were selected for analysis. The review employs thematic synthesis alongside a bibliometric analysis using VOSviewer to identify key research clusters, theoretical frameworks, and emerging trends. The findings demonstrate that service experience—encompassing dimensions such as reliability, empathy, personalization, and digital interface quality—plays a critical role in shaping both attitudinal and behavioral customer loyalty. Moreover, customer satisfaction and trust emerge as significant mediating variables that strengthen this relationship, particularly in hybrid and omnichannel retail formats. The review underscores the increasing importance of digital personalization and seamless omnichannel integration in fostering long-term customer loyalty. Overall, this study provides a comprehensive synthesis of recent literature and offers valuable insights into the service design and technological factors influencing customer loyalty in the evolving modern retail landscape