Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions
Article
Thaichon, Park, Quach, Sara, Barari, Mojtaba and Nguyen, Mai. 2023. "Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions." Australasian Marketing Journal. 32 (2), pp. 162-177. https://doi.org/10.1177/14413582231167664
Article Title | Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions |
---|---|
ERA Journal ID | 19788 |
Article Category | Article |
Authors | Thaichon, Park, Quach, Sara, Barari, Mojtaba and Nguyen, Mai |
Journal Title | Australasian Marketing Journal |
Journal Citation | 32 (2), pp. 162-177 |
Number of Pages | 16 |
Year | 2023 |
Publisher | SAGE Publications Ltd |
Place of Publication | United Kingdom |
ISSN | 1441-3582 |
1839-3349 | |
Digital Object Identifier (DOI) | https://doi.org/10.1177/14413582231167664 |
Web Address (URL) | https://journals.sagepub.com/doi/10.1177/14413582231167664 |
Abstract | Technological advances allow the development of an omnichannel strategy to create a seamless experience for customers. This study has adopted a systematic literature review approach to examine, synthesise and extend a body of literature in the area of omnichannel retailing and the role of technology, taking into account both retailers’ and customers’ perspectives. We review 499 research papers to highlight the evolution of omnichannel research with a special focus on technology usage. After extracting the key theoretical foundations underpinning technology-empowered omnichannel retailing, we synthesise the empirical findings and identify emerging topics from the customer perspective including customer value, customer experience, showrooming and web rooming and customer privacy concerns as well as the key themes from the retailer perspective consisting of channel integration, personalisation and resource challenges. Based on the knowledge from the theoretical and empirical insights, we develop three important future research areas to inspire further studies in this domain. |
Keywords | multichannel; omnichannel; retailing; online retailing |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 350604. Marketing communications |
Byline Affiliations | University of Southern Queensland |
Griffith University | |
Thuongmai University, Vietnam |
Permalink -
https://research.usq.edu.au/item/z26z9/exploring-the-role-of-omnichannel-retailing-technologies-future-research-directions
Download files
Published Version
thaichon-et-al-2023-exploring-the-role-of-omnichannel-retailing-technologies-future-research-directions.pdf | ||
License: CC BY 4.0 | ||
File access level: Anyone |
7
total views9
total downloads2
views this month1
downloads this month