Business Intelligence and its Impact on Customer Loyalty in the Retail Sector: A Systematic Review

Abstract

This study conducts a systematic review of the implementation of business intelligence (BI) systems in the retail sector, with the aim of identifying key tools and methodologies to optimize customer retention. The PRISMA methodology was applied, analyzing 25 articles selected from a total of 190 initial studies obtained in Scopus, ScienceDirect, IEEE Xplore, Google Scholar and ResearchGate. The findings reveal that, in international markets, the adoption of Big Data, Cloud Computing and methodologies such as CRISP-DM allows for personalizing the customer experience, improving retention and optimizing decision making. However, in developing countries, the adoption of BI is more limited, with accessible tools such as Power BI and SQL Server predominating, which restricts the use of predictive models and the management of large volumes of data. Significant gaps are identified in infrastructure and application of advanced BI models, which limits the competitiveness of local companies in a data-driven global market. Recommendations include promoting future research on the integration of advanced technologies in SMEs and strategies to strengthen their competitiveness in digital environments. The results underline the importance of adapting BI solutions to local needs to improve loyalty and personalization in retail.