How does omnichannel retailing deliver customer value? Insights from science mapping and future agenda

Omkar Dastane, Garry Wei-Han Tan, Muhammad Rafiq and Shalini Aggarwal

Journal of Global Scholars of Marketing Science, 2024, vol. 34, issue 4, 485-512

Abstract: Retailers need to adopt an omnichannel strategy to survive and thrive in the digital era, considering the industry’s competitiveness and technological disruption. If sources of consumer value in omnichannel commerce are not fully understood, retailers may not be able to respond and adapt to this crucial transition since customers are value-conscious in addition to having changing buying habits. Our study aims to uncover sources of customer value specific to the context of omnichannel retailing. Bibliometric data from 295 Scopus-indexed articles related to customer value in omnichannel retailing was retrieved and subjected to network analysis and science mapping using VOS Viewer and Biblioshiny app respectively. Our findings identified five clusters of customer value in omnichannel retailing and seventeen research themes that can be classified into four categories (established, emerging, niche, and basic). Based on these insights, we propose five dimensions of omnichannel retail value. Additionally, a future research agenda for the field is offered along with the identification of core research gaps.

Date: 2024
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DOI: 10.1080/21639159.2024.2339827

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