PREDICTIVE VALIDITY OF BUSINESS INTELLIGENCE, DIGITAL TRANSFORMATION, AND CUSTOMER ENGAGEMENT ON CUSTOMER LOYALTY IN LAGOS STATE, NIGERIA

In the digitally driven consumer market, this study looks at how business intelligence, digital transformation, and customer engagement relate to one another and how they affect customer loyalty. The purpose of the study is to examine the predictive validity of business intelligence, digital transformation, and customer engagement on customer loyalty. The quantitative cross-sectional survey research design was adopted for the study. Three hundred and eighty (380) participants from a range of sectors, including e-commerce, digital services, telecommunications, and finance in Lagos State, Nigeria, were invited to fill out a structured closed-ended questionnaire. The formula developed by Krejcie and Morgan (1970) was used to determine the sample size. The stratified random sampling technique was used in order to guarantee equitable representation across various industries. A structured, closed-ended online survey with a 5-point Likert scale measure was used to collect data. Following a pilot study with 30 respondents, Cronbach's alpha (≥0.70) was obtained for the reliability of the instrument. The relevance and strength of the associations between the variables were assessed in the study using regression and correlation analysis. The results show that business intelligence and digital transformation have a statistically significant effect on customer loyalty, while customer engagement does not. The study found that businesses that employ data analytics, automation, and AI-driven insights had higher rates of customer retention than those that solely rely on engagement strategies. The study recommends that businesses should prioritize digital transformation and business intelligence in order to boost customer loyalty.