Omnichannel services

Ilaria Dalla Pozza

Chapter 3 in A Research Agenda for Service Marketing, 2024, pp 45-65 from Edward Elgar Publishing

Abstract: As omnichannel service is now becoming the norm in the competitive landscape, the purpose of this chapter is fourfold: (1) describing the historical evolution that has led to the development of omnichannel services from multichannel through a literature review of the topic; (2) identifying the emergent challenges for organizations in delivering seamless and superior customer experience in omnichannel retail by developing channel integration; (3) presenting the necessity of adopting a service logic perspective in omnichannel services to strengthen the focus on the customer; and (4) mapping future research directions for a fast-moving service landscape. The customer omnichannel system is depicted as a service interface to which service marketing concepts and tools can be applied, from a service logic perspective. The adoption of a service logic perspective in omnichannel implies a fundamental change in perspective that strengthens the focus on the customer as central creator of value for a successful implementation.

Keywords: Business and Management; Economics and Finance; Geography (search for similar items in EconPapers)
Date: 2024
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