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

Castañeda Hilario A.; Azahuanche Guillermo Antonio M.; Arenas Rubén Darío M.; Alvarado Carlos Joel G.; Castillo Paredes O.T.A.; Bazan Robles R.D. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/laccei2025.1.1.1433

Resumen

This study presents a systematic review of the implementation of business intelligence (BI) systems in the retail sector, aiming to identify key tools and methodologies to optimize customer retention. The PRISMA methodology was applied, analyzing 25 selected articles out of an initial pool of 190 studies obtained from 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 enables the personalization of customer experience, enhances retention, and improves decision-making. However, in developing countries, BI adoption is more limited, with accessible tools like Power BI and SQL Server predominating, which restricts the use of predictive models and the management of large datasets. Significant gaps in infrastructure and the application of advanced BI models were identified, limiting the competitiveness of local companies in a data-driven global market. As a recommendation, future research should focus on integrating advanced technologies into SMEs and developing strategies to enhance their competitiveness in digital environments. The results highlight the importance of tailoring BI solutions to local needs to improve customer loyalty and personalization in the retail sector.

Instituciones: Universidad Nacional del Callao