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

In a highly competitive landscape, adopting an omnichannel approach might lead to market advantage in terms of acquiring and retaining customers, as well means ensure business sustainability. Omnichannel organizations situate the customer at core their interaction. However, research on experience (CX) is still fragmented. this paper, by integrative approach, we aim articulate empirical evidence around CX its management. Moreover, show how emerged from different theoretical perspectives disciplines such marketing, sociology computer science. Towards goal, conducted systematic literature review—with depth analysis 50 papers—and identified that has engaged number streams various perspectives. Based gaps, propose agenda for future including topics (1) understanding lifecycle context; (2) integrating new touchpoints channels; (3) predicting behavior; (4) approaching service-based organizations. We conclude management requires entire organization be customer-centric while articulating interdisciplinary teams. Available studies provide foundations extending knowledge topic developing tools practitioners use assessment, operationalization, measurement.