Next Article in Journal
Low-Carbon Supply Chain Emission Reduction Strategy Considering the Supervision of Downstream Enterprises Based on Evolutionary Game Theory
Next Article in Special Issue
Revitalization of Offline Fashion Stores: Exploring Strategies to Improve the Smart Retailing Experience by Applying Mobile Technology
Previous Article in Journal
Energy Storage for Energy Security and Reliability through Renewable Energy Technologies: A New Paradigm for Energy Policies in Turkey and Pakistan
Article

Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda

Department of Computer Science, Pontificia Universidad Católica de Chile, Santiago, Chile
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(5), 2824; https://doi.org/10.3390/su13052824
Received: 10 January 2021 / Revised: 25 February 2021 / Accepted: 25 February 2021 / Published: 5 March 2021
In a highly competitive landscape, adopting an omnichannel approach might lead to a market advantage in terms of acquiring and retaining customers, as well as a means to ensure business sustainability. Omnichannel organizations situate the customer at the core of their interaction. However, research on omnichannel customer experience (CX) is still fragmented. In this paper, by adopting an integrative approach, we aim to articulate the empirical evidence around omnichannel CX and its management. Moreover, we show how research around omnichannel CX emerged from different theoretical perspectives and disciplines such as marketing, sociology and computer science. Towards this goal, we conducted a systematic literature review—with in depth analysis of 50 papers—and identified that omnichannel CX literature has engaged a number of research streams from various theoretical perspectives. Based on the research gaps, we propose an agenda for future research including topics such as (1) understanding the customer lifecycle in an omnichannel context; (2) integrating new touchpoints and channels; (3) predicting the omnichannel customer behavior; and (4) approaching omnichannel CX in service-based organizations. We conclude that adopting an omnichannel CX management approach requires the entire organization to be customer-centric while articulating interdisciplinary teams. Available studies on omnichannel CX provide the foundations for extending the knowledge on this topic and developing tools for practitioners to use in the omnichannel management assessment, operationalization, and measurement. View Full-Text
Keywords: omnichannel; customer experience; retailing; systematic literature review; integrative research omnichannel; customer experience; retailing; systematic literature review; integrative research
Show Figures

Figure 1

MDPI and ACS Style

Gerea, C.; Gonzalez-Lopez, F.; Herskovic, V. Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda. Sustainability 2021, 13, 2824. https://doi.org/10.3390/su13052824

AMA Style

Gerea C, Gonzalez-Lopez F, Herskovic V. Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda. Sustainability. 2021; 13(5):2824. https://doi.org/10.3390/su13052824

Chicago/Turabian Style

Gerea, Carmen, Fernanda Gonzalez-Lopez, and Valeria Herskovic. 2021. "Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda" Sustainability 13, no. 5: 2824. https://doi.org/10.3390/su13052824

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop