TY - JOUR
T1 - A bibliometric analysis of customer experience in the omni-channel era
AU - Marchena, Giulio
AU - Marquina, Percy
N1 - Publisher Copyright:
© 2024 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024
Y1 - 2024
N2 - In the fiercely competitive market, coordinating physical and digital channels to deliver a seamless omnichannel customer experience (OCX) has become crucial after the COVID-19 pandemic. However, existing research on OCX lacks a comprehensive understanding due to fragmented approaches. This underscores the critical necessity of establishing a structured framework to formulate an omnichannel customer experience strategy. To bridge this gap, this study conducts a multifaceted approach bibliometric analysis to examine influential aspects of literature from 2014 to mid-June 2023 using science mapping techniques. This research contributes by identifying research streams related to the need for recognizing aspects that affect the customer experience, the influence of technology, logistical challenges, and omnichannel fulfillment strategies. Furthermore, the study proposes a new comprehensive theoretical framework for OCX strategy implementation, which includes a proposed omnichannel supply chain structure. Implications for managers and researchers, along with suggested research questions to guide future investigations, are provided.
AB - In the fiercely competitive market, coordinating physical and digital channels to deliver a seamless omnichannel customer experience (OCX) has become crucial after the COVID-19 pandemic. However, existing research on OCX lacks a comprehensive understanding due to fragmented approaches. This underscores the critical necessity of establishing a structured framework to formulate an omnichannel customer experience strategy. To bridge this gap, this study conducts a multifaceted approach bibliometric analysis to examine influential aspects of literature from 2014 to mid-June 2023 using science mapping techniques. This research contributes by identifying research streams related to the need for recognizing aspects that affect the customer experience, the influence of technology, logistical challenges, and omnichannel fulfillment strategies. Furthermore, the study proposes a new comprehensive theoretical framework for OCX strategy implementation, which includes a proposed omnichannel supply chain structure. Implications for managers and researchers, along with suggested research questions to guide future investigations, are provided.
KW - bibliometrics
KW - co-citation analysis
KW - co-word analysis
KW - Omnichannel customer experience
KW - strategic diagram
UR - http://www.scopus.com/inward/record.url?scp=85211011433&partnerID=8YFLogxK
U2 - 10.1080/09593969.2024.2436841
DO - 10.1080/09593969.2024.2436841
M3 - Article
AN - SCOPUS:85211011433
SN - 0959-3969
JO - International Review of Retail, Distribution and Consumer Research
JF - International Review of Retail, Distribution and Consumer Research
ER -