Abstract

The advancement of technology in meeting consumer needs has encouraged retailers to develop omnichannel networks. In this research context, omnichannel experience serves as a driver of consumer loyalty toward retail businesses. This study examines the relationship between consumer experience and loyalty through a systematic framework using the Systematic Literature Review (SLR) method. A total of 30 articles published between 2015 and 2025 were analyzed qualitatively based on their relevance to the topic, research methodology, and reported findings. The results indicate that consistent adaptation to omnichannel experiences has a positive effect on consumer loyalty toward retailers. These findings highlight the importance of omnichannel experience not only as a set of options for consumers but also as a strategic marketing approach aligned with contemporary consumer behavior. This study offers both theoretical and practical insights for companies and researchers in designing business strategies that are increasingly adaptive to rapid technological developments.