Evolution of research streams in the domain of omnichannel in marketing management

Table 1. The most cited publications in the domain of omnichannel according to the SCOPUS database, 2013-2015

The 2016-2019 period. The scope of omnichannel research was significantly deployed (Table 2).

The period has the biggest number of papers in terms of citations within the research period. The omnichannel research is still the retailing focus. The most cited paper is dedicated to exploring the impact of the omnichannel on retail operations, i.e. in which way implementing buy-online-and-pick-up-in-store influences the profitability of the operations, reaching new customers, etc. Logistics as a related topic to omnichannel research is of the biggest scientific interest as well.

Within the period some important directions can be delineated, namely (1) consumer behavior and engagement in the omnichannel environment, (2) the impact of omnichannel on retail operations including metrics, and quality of channel integration, (3) implementation of new technologies and their further development in the omnichannel, (4) review and prospects of omnichannel research. It's worth noting that some papers consider omnichannel issues in the context of different topics, such as logistics, online relationship marketing, and CX in the digital age.

Omnichannel research of this period is conducted in the field of retail, in particular, research on the operational activities of retailers and channel integration. However, it becomes apparent that the focus of scholars has shifted to consumer issues.

The 2020-2023 period. Since this period is the latest one in the sample presented, we take into consideration lower-rated publications than in previous periods (Table 3).

Noticeably, the main driver of this period is customer issues in the omnichannel environment. For instance, improving CX becomes one of the central points of discussion. The most cited article of this period is dedicated to the conceptualization of omnichannel CX and its impact on shopping intention. The study develops a nomological model that posits perceived compatibility and perceived risk as key linking mechanisms between CX and omnichannel shopping intention. CX is viewed through the lenses of many factors, such as shopping intention, integration quality, personalization, hedonic motivation, etc. Moreover, there is an endeavor to conduct a literature review aimed at consumer decision-making in omnichannel retailing.

Channel integration is considered in the close connection with consumer behavior and engagement. From a retail point of view, there is a new topic connected with return policy. Review of previous studies, prospects for omnichannel research, and considering omnichannel issues in the context of different topics are still of interest to researchers. Theory-driven research, comparative cross-cultural studies, and qualitative approaches are defined as the most lucrative directions among the studies reviewed.

Given the results of the detailed study of the omnichannel research, the main research streams within each period have been delineated (Table 4).

Table 2. The most cited publications in the domain of omnichannel according to the SCOPUS database, 2016-2019

Table 3. The most cited publications in the domain of omnichannel according to the SCOPUS database, 2020-2023

The results of the analysis suggest that in the first period, the research streams are poorly interconnected and mainly consider the omnichannel through the lens of retailing. Instead, the second period is characterized by two trends, namely the development of new research streams and the close interconnection of such themes as "Issues of new technologies" and "Channel integration" with "Consumer issues". This trend intensifies in 2020-2023 when channel integration is seen mainly through the prism of consumer behavior and engagement.

Conclusions. Numerous challenges, which are generated by the ongoing process of digital transformation, in terms of theoretical and practical aspects of the company's marketing activity, determine the necessity for research on modern topics in omnichannel.

According to the SCOPUS database the scientific persistent interest in the omnichannel issue appeared in 2013, and since then it has been steadily growing, reaching its maximum in 2022 and 2023. Based on the growth rate, we have been suggesting distinguishing three periods of publication activity in the domain of omnichannel, namely 2013-2015, 2016-2019, and 2020-2023.

Table 4. Prevailing research streams in the domain of omnichannel

The first period has been characterized by a few number of publications with slow growth of papers. Researchers' attention was drawn to the issues of competition in the omnichannel environment, the possibilities of new technologies, mainly in aspects of mobile devices, and social networks, and their impact on retailer activities and consumer behavior, including emerging concerns (personalization and privacy), as well as consideration of online-offline channel integration. So, company activity in the omnichannel environment was seen as a competitive advantage, which is quite typical for the initial stages. Consumer issues were not on the scientific focus yet and happened to be only tangential to these themes.

Contrasting to the first period, the second one has been characterized by the biggest number of papers and significant deployment of directions where omnichannel issues were considered. Research shifted to the issue of consumer behavior and engagement. Amongst the top themes, there were factors (drivers) of moderating the service experience and influencing consumer behavior and engagement, the key determinants of purchase intention, as well as segmentation of omnichannel customers. Channel integration issues in the 2016-2019 period were already closely related to consumer issues, e.g. the influence of channel integration quality dimension on customer engagement and reaction to cross-channel integration. This connection was also observed concerning using of new technologies, e.g. customer acceptance and intention to use new technologies. The researchers' attention was also attracted by issues regarding the impact of omnichannel on retailer activities, e.g. the influence on profitability, customers, demand, sales dispersion, inventory management, as well as metrics. The second period is also characterized by the appearance of off-topics, e.g. omnichannel is considered in the context of Logistics, Online relationship marketing, and CX in the digital age. Studies dedicated to Reviewing of previous research and defining Prospects for omnichannel research also appeared.

The third period mainly focused on customer issues in the omnichannel environment. The central concept of this period explored by scientists is CX as well as customer satisfaction and loyalty. In this context, connections of CX with various factors were studied, e.g. linking mechanisms between omnichannel experience and omnichannel shopping intention, and effects of personalization and hedonic motivation on CX and loyalty. Further development of channel integration issues that are closely related to customer issues was carried on. As in the previous period, endeavors to carry out a holistic concept for the company activities in the omnichannel environment were being done. Gaining competitive advantage was shifting toward choosing an appropriate omnichannel strategy, such as an integrative approach or a store return policy. Consideration of studies and future research agendas was carried on. The off-topic such as Logistics was still relevant.

Thus, it can be argued that omnichannel issues were first raised in the retail sector and are still being considered within it. During the research period, there has been a rather significant evolution of research streams from studying the benefits of operating in the omnichannel environment, the possibilities of using mobile devices and social networks, as well as best practices to a wide range of issues where the central theme is consumer behavior and engagement. Simultaneously, the research focuses on the impact on retailers' operations and channel integration. The focus of research on both consumer issues and company activities suggests that omnichannel research can be viewed from the perspective of marketing management.

The study clarifies the current understanding of omnichannel, and its scope as well as creates a theoretical and methodological basis for further research in this domain.

References

1. Piotrowicz W., Cuthbertson R. (2014) Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, vol. 18(4), pp. 5-16. DOI: https://doi.org/10.2753/ JEC1086-4415180400 (accessed at January 10, 2024).

2. Herhausen D., Binder J., Schoegel M., Herrmann A. (2015) Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online-Offline Channel Integration. Journal of Retailing, vol. 91(2), pp. 309-325. DOI: https://doi.org/10.1016/jjretai.2014.12.009 (accessed January 10, 2024).

3. Hansen R., Kien S. S. (2015) Hummel's Digital Transformation Toward Omnichannel Retailing: Key Lessons Learned. MIS Quarterly Executive, vol. 14, iss. 2, article 3. Available at: https://aisel.aisnet.org/misqe/vol14/iss2/3

4. Juaneda-Ayensa E., Mosquera A., Murillo Y. S. (2016) Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention. Frontiers in Psychology, vol. 7 (125). DOI: https://doi.org/10.3389/fpsyg.2016.01117 (accessed January 10, 2024).

5. Kumar V., Rajan B., Gupta S., Pozza I. D. (2019) Customer engagement in service. Journal of the Academy of Marketing Science, vol. 47(1), pp. 138-160. DOI: https://doi.org/10.1007/s11747-017-0565-2 (accessed January 15, 2024).

6. Gao F., Su X. (2017) Omnichannel retail operations with buy-online-and-pick-up-in-store. Management Science, vol. 63(8), pp. 2478-2492. DOI: https://doi.org/10.1287/mnsc.2016.2473 (accessed January 15, 2024).

7. Furquim T. S. G., da Veiga C. P., Veiga C. R. P. d., Silva W. V. d. (2023) The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions. Journal of Theoretical and Applied Electronic Commerce Research, vol. 18, pp. 79-104. DOI: https://doi.org/10.3390/jtaer18010005 (accessed January 15, 2024).

8. Verhoef P. C., Kannan P. K., Inman J. J. (2015) From Multi-Channel Retailing to Omni-Channel Retailing. Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing. DOI: http://dx.doi.org/10.1016/ jjretai.2015.02.005

9. 9 Gerea C., Gonzalez-Lopez F., Herskovic V. (2021) Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda. Sustainability, vol. 13. DOI: https://doi.org/10.3390/su13052824 (accessed January 15, 2024).

10. Cui T. H., Ghose A., Halaburda H., Iyengar R., Koen Pauwels K., Sriram S., Tucker C., Venkataraman S. (2021) Informational Challenges in Omnichannel Marketing: Remedies and Future Research. Journal of Marketing, vol. 85 (1), pp. 103-120. DOI: https://doi.org/10.1177/0022242920968810

11. Iglesias-Pradas S., Acquila-Natale E. (2023) The Future of E-Commerce: Overview and Prospects of Multichannel and Omnichannel Retail. Journal of Theoretical and Applied Electronic Commerce Research, vol. 18, pp. 656-667. DOI: https://doi.org/10.3390/jtaer18010033 (accessed January 15, 2024).

12. Lehrer Ch., Trenz M. (2022) Omnichannel Business. Electronic Markets, vol. 32, pp. 687-699. DOI: https://doi.org/10.1007/s12525-021-00511-1

13. Sakas D. P., Reklitis D. P., Terzi M. C., Vassilakis C. (2022) Multichannel Digital Marketing Optimizations through Big Data Analytics in the Tourism and Hospitality Industry. Journal of Theoretical and Applied Electronic Commerce Research, vol. 17, pp. 1383-1408. DOI: https://doi.org/10.3390/jtaer17040070

14. Komulainen H. and Makkonen H. (2018) Customer experience in omni-channel banking services. Journal of Financial Services Marketing. DOI: http://doi.org/10.1057/s41264-018-0057-6 (accessed January 15, 2024).

15. Paiola M., Khvatova T., Schiavone F., Ferraris A. (2023) How do omnichannel strategies contribute to value- based healthcare? An orchestra-based analysis. Journal of Business Research, vol. 167. DOI: https://doi.org/10.1016/ jjbusres.2023.114175 (accessed January 15, 2024).

Список використаних джерел

1. Piotrowicz W., Cuthbertson R. Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce. 2014. Vol. 18(4). P. 5-16

2. Herhausen D., Binder J., Schoegel M., Herrmann A. Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online-Offline Channel Integration. Journal of Retailing. 2015. Vol. 91(2). P. 309-325. DOI: https://doi.org/10.1016/jjretai.2014.12.009(дата звернення: 10.01.2024).

3. Hansen R., Kien S. S. Hummel's Digital Transformation Toward Omnichannel Retailing: Key Lessons Learned. MIS Quarterly Executive. 2015. Vol. 14. Is. 2. Article 3. URL: https://aisel.aisnet.org/misqe/vol14/iss2/3

4. Juaneda-Ayensa E., Mosquera A., Murillo Y.S. Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention. Frontiers in Psychology. 2016. Vol. 7 (125)

5. Kumar V., Rajan B., Gupta S., Pozza I. D. Customer engagement in service. Journal of the Academy of Marketing Science. 2019. Vol. 47(1). P. 138-160

6. Gao F., Su X. Omnichannel retail operations with buy-online-and-pick-up-in-store. Management Science. 2017. Vol. 63(8). P. 2478-2492

7. Furquim T.S.G., da Veiga C.P., Veiga C.R.P.d., Silva W.Vd. The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions. Journal of Theoretical and Applied Electronic Commerce Research. 2023. Vol. 18. P. 79-104

8. Verhoef P. C., Kannan P.K., Inman J.J. From Multi-Channel Retailing to Omni-Channel Retailing. Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing. 2015

9. 9 Gerea C. Gonzalez-Lopez F., Herskovic V Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda. Sustainability. 2021. Vol. 13

10. Cui T.H., Ghose A., Halaburda H., Iyengar R., Koen Pauwels K., Sriram S., Tucker C., Venkataraman S. Informational Challenges in Omnichannel Marketing: Remedies and Future Research. Journal of Marketing. 2021. Vol. 85 (1). P. 103-120

11. Iglesias-Pradas S., Acquila-Natale E. The Future of E-Commerce: Overview and Prospects of Multichannel and Omnichannel Retail. Journal of Theoretical and Applied Electronic Commerce Research. 2023. Vol. 18. P. 656-667. DOI: https://doi.org/10.3390/jtaer18010033(дата звернення: 15.01.2024).

12. Lehrer Ch., Trenz M. Omnichannel Business. Electronic Markets. 2022. Vol. 32. P. 687-699

13. Sakas D.P., Reklitis D.P.; Terzi M.C., Vassilakis C. Multichannel Digital Marketing Optimizations through Big Data Analytics in the Tourism and Hospitality Industry. Journal of Theoretical and Applied Electronic Commerce Research. 2022. Vol. 17. P. 1383-1408

14. Komulainen H. and Makkonen H. Customer experience in omni-channel banking services. Journal of Financial Services Marketing. 2018. DOI: http://doi.org/10.1057/s41264-018-0057-6(дата звернення: 15.01.2024).

15. Paiola M., Khvatova T., Schiavone F., Ferraris A. How do omnichannel strategies contribute to value-based healthcare? An orchestra-based analysis. Journal of Business Research. 2023. Vol. 167

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