Omnichannel Customer Experience: A Literature Review

DOI

10.2991/aebmr.k.210831.113How to use a DOI?

Keywords

Customer Experience, Omnichannel, Systematic Literature Review

Abstract

Omnichannel customer experience is the experience felt by customers when interacting in each of the integrated communication channels (channels) provided by the company. Customer experience in Omnichannel holds a different perspective from conventional customer experience, two aspects online and offline become a special consideration in measuring the performance of omnichannel customer experience. This study aims to determine the dimensions of omnichannel customer experience in various academic literatures that have been published previously. To do so, a systematic review of the customer experience omnichannel literature is conducted. Following previously established inclusion and exclusion criteria for selection a total of 39 journal articles publish in the period 2015 to 2021 are analysed. Ten definitions of customer experience omnichannel are found in the literature, and a unified definition of the construct is advanced. The dimensions of customer experience omnichannel are analysed, and the main differences of the construct with other concepts are also clarified.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lisnawati
AU  - Ratih Hurriyati
AU  - Disman
AU  - Vanessa Gaffar
PY  - 2021
DA  - 2021/09/02
TI  - Omnichannel Customer Experience: A Literature Review
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 585
EP  - 589
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.113
DO  - 10.2991/aebmr.k.210831.113
ID  - 2021
ER  -