Retail Strategy, Shopping Experience, And Consumer Loyalty in South Asian Super Shops: A Systematic Review of Empirical Evidence

The retail landscape in South Asia is undergoing rapid transformation, driven by the proliferation of organised super shops and modern trade formats. Despite substantial practitioner interest, academic understanding of how product-centric and customer-centric retail strategies jointly shape customer experience and loyalty in this region remains fragmented. This paper presents a structured review of empirical studies published between 2010 and 2024 that examine product-centricity, customer-centricity, customer experience, and loyalty in the context of South Asian super shops—defined here as large-format organised grocery and general merchandise retailers operating in Bangladesh, India, Pakistan, and Sri Lanka. Following a systematic search and screening protocol, 62 peer-reviewed articles were retained for thematic synthesis. The review identifies four dominant thematic clusters: (i) the strategic tension between product-centric and customer-centric orientations; (ii) the multi-dimensionality of in-store and omnichannel customer experience; (iii) the antecedents and mediators of customer loyalty; and (iv) cross-national moderating factors including cultural values, income heterogeneity, and digital infrastructure. The review concludes with a consolidated research agenda and practical recommendations for retail managers and policymakers seeking to strengthen customer retention in South Asia's competitive grocery retail environment.