Retention of customers becomes an issue of strategy in many industries. Some researchers assert that the need for customer loyalty is particularly acute when competition level and acquisition costs increase. Increment in customer retention by 5% can lead to an increase in profit between 25 and 95% over several sectors. Yet, it must be acknowledged that at the same time customers loyalty is under threat due to the change of consumers’ expectations. The turning point however came during 2010’s followed by the post Covid period when technology gave way to new risks but also opportunities enabled businesses to evolve. This is especially the case when referring to the management of customer information as well as AI, which revolutionized the conceptualization of loyalty by businesses. That’s why this study seeks to address: In what ways can firms augment the existing technology-sustained customer retention and loyalty mechanisms with the new age technologies like AI and big data to improve customer retention and satisfaction achieved? The study employs a thematic synthesis approach, analyzing key drivers and attempts to review the literature on consumer loyalty in chronology, focusing on the major theories and empirical studies advancement over the last 10 years especially considering the fast pace of digital transformation. This paper attempts to show the role of the mentioned aspects including some recent developments in enhancing customer loyalty. As a narrative literature review, this study highlights some invaluable academic contributions in various industries along with the factors that define those perceptions. The study establishes that socioeconomic levels are an essential area of concern in customer loyalty management. This provides additional motivation to seek new approaches and the use of modern technologies for increasing customer retention.