Keywords: Socio-technical systems theory (STS)
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Artificial intelligence applications for loyalty management in the retail industry: qualitative evidence from the socio-technical systems theory

Sandro Castaldo, Andrea Ciacci, Lara Penco, Ginevra Testa
Journal: Management Decision
Management Decision 1–20.
https://doi.org/10.1108/MD-10-2025-3320
Published: 22 April 2026
... (AI) Socio-technical systems theory (STS) Retail Customer loyalty Bright and dark sides Customer loyalty is a vital challenge for profitable retail management (Belli et al., 2022 ; Castaldo, 2024 ; Watson et al., 2015). Oliver (1997 , 1999) defines loyalty...
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