Abstract
Nowadays, firms are facing an intense challenge when coordinating an effective management on the offline and online channels. Consequently, creating a field of research, namely understanding companies’ omnichannel marketing management. This research aims to conduct a citation and co-citation of bibliometric analysis considering the field of omnichannel, using Web of Science database. Furthermore, it helps to fill the gap in the field of omnichannel marketing literature through the identification of the five most important topics obtained from the citation and co-citation: (1) integration of shopping consumption experience, (2) all line customer experience management, (3) strategies for omnichannel retailing and customer engagement, (4) multichannel Retailing Management, and (5) technology and consumer’s shopping experience. These significant themes revealed that the omnichannel marketing is mainly established in the fields of consumer behavior and retailing. Retailers are advised to adopt an integrated omnichannel strategy, providing consumers with the advantages of buying online, as well as the benefits of buying in a local retail store. Moreover, this research reinforces the coherence and scientific structure of the existing literature and points out future lines of research to be followed and acts as a starting point for new studies in the area of omnichannel marketing.
Similar content being viewed by others
References
Adivar B, Hüseyinoğlu IÖY, Christopher M (2019) A quantitative performance management framework for assessing omnichannel retail supply chains. J Retail Consum Serv 48:257–269
Adjei MT, Noble SM, Noble CH (2010) The influence of C2C communications in online brand communities on customer purchase behavior. J Acad Mark Sci 38:634–653
Ailawadi KL, Farris PW (2017) Managing multi- and omni-channel distribution: metrics and research directions. J Retail 93:120–135
Alba J, Lynch J, Weitz B, Janiszewski C, Lutz R, Sawyer A, Wood S (1997) Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. J Mark 61:38–53
Albort-Morant G, Leal-Rodriguez AL, Fernandez-Rodriguez V, Ariza-Montes A (2018) Assessing the origins, evolution and prospects of the literature on dynamic capabilities: a bibliometric analysis. Eur Res Manag Bus Econ 24:42–52
Andrews M, Luo XM, Fang Z, Ghose A (2016) Mobile ad effectiveness: hyper-contextual targeting with crowdedness. Mark Sci 35:218–233
Ansari A, Mela CF, Neslin SA (2008) Customer channel migration. J Mark Res 45:60–76
Avery J, Steenburgh TJ, Deighton J, Caravella M (2012) Adding bricks to clicks: predicting the patterns of cross-channel elasticities over time. J Mark 76:96–111
Babin BJ, Darden WR, Griffin M (1994) Work and/or Fun: measuring hedonic and utilitarian shopping value. J Consum Res 20:644
Baxendale S, Macdonald EK, Wilson HN (2015) The impact of different touchpoints on brand consideration. J Retail 91:235–253
Beck N, Rygl D (2015) Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing. J Retail Consum Serv 27:170–178
Bell DR, Gallia S, Moreno A (2014) How to win in an omnichannel world. MIT Sloan Manage Rev 56:45
Bell DR, Gallino S, Moreno A (2013) Inventory showrooms and customer migration in omni-channel retail: the effect of product information. SSRN Electron J. https://doi.org/10.2139/ssrn.2370535
Bell DR, Gallino S, Moreno A (2018) Offline showrooms in omnichannel retail: demand and operational benefits. Manage Sci 64:1629–1651
Berman B, Thelen S (2018) Planning and implementing an effective omnichannel marketing program. Int J Retail Distrib Manag 46:598–614
Bernon M, Cullen J, Gorst J (2016) Online retail returns management: integration within an omni-channel distribution context. Int J Phys Distrib Logist Manag 46:584–605
Bezes C (2019) What kind of in-store smart retailing for an omnichannel real-life experience? Rech Appl Market-Engl Ed 34:91–112
Brynjolfsson E, Hu Y, Rahman MS (2009) Battle of the retail channels: how product selection and geography drive cross-channel competition. Manage Sci 55:1755–1765
Brynjolfsson E, Hu YJ, Rahman MS (2013) Competing in the age of omnichannel retailing. MIT Sloan Manage Rev 54:23–29
Burke RR (2002) Technology and the customer interface: what consumers want in the physical and virtual store. J Acad Mark Sci 30:411–432
Buttle F, Maklan S (2015) Customer relationship management: concepts and technologies. Taylor & Francis
Cao L, Li L (2015) The impact of cross-channel integration on retailers’ sales growth. J Retail 91:198–216
Castillo VE, Bell JE, Rose WJ, Rodrigues AM (2018) Crowdsourcing last mile delivery: strategic implications and future research directions. J Bus Logist 39:7–25
Chiang WYK, Chhajed D, Hess JD (2003) Direct-marketing, indirect profits: a strategic analysis of dual-channel supply-chain design. Manage Sci 49:1–20
Dhebar A (2013) Toward a compelling customer touchpoint architecture. Bus Horiz 56:199–205
Dholakia UM, Kahn BE, Reeves R, Rindfleisch A, Stewart D, Taylor E (2010) Consumer behavior in a multichannel, multimedia retailing environment. J Interact Mark 24:86–95
Du SF, Wang L, Hu L (2019) Omnichannel management with consumer disappointment aversion. Int J Prod Econ 215:84–101
Falk T, Schepers J, Hammerschmidt M, Bauer HH (2007) Identifying cross-channel dissynergies for multichannel service providers. J Serv Res 10:143–160
Ferreira JJM, Fernandes CI, Ratten V (2016) A co-citation bibliometric analysis of strategic management research. Scientometrics 109:1–32
Forman C, Ghose A, Goldfarb A (2009) Competition between local and electronic markets: how the benefit of buying online depends on where you live. Manage Sci 55:47–57
Frazier GL (1999) Organizing and managing channels of distribution. J Acad Mark Sci 27:226–240
Galipoglu E, Kotzab H, Teller C, Yumurtaci Hüseyinoglu Isik Ö, Pöppelbuß J (2018) Omni-channel retailing research—state of the art and intellectual foundation. Int J Phys Distrib Logist Manag 48:365–390
Gallino S, Moreno A (2014) Integration of online and offline channels in retail: the impact of sharing reliable inventory availability information. Manage Sci 60:1434–1451
Gao F, Su X (2017a) Omnichannel retail operations with buy-online-and-pick-up-in-store. Manage Sci 63:2478–2492
Gao F, Su X (2017b) Online and offline information for omnichannel retailing. Manuf Serv Oper Manag 19:84–98
Gao L, Melero I, Sese FJ (2019) Multichannel integration along the customer journey: a systematic review and research agenda. Serv Ind J 40:1087–1118
Gensler S, Neslin SA, Verhoef PC (2017) The Showrooming phenomenon: it’s more than just about price. J Interact Mark 38:29–43
Gensler S, Verhoef PC, Böhm M (2012) Understanding consumers’ multichannel choices across the different stages of the buying process. Mark Lett 23:987–1003
Gerea C, Gonzalez-Lopez F, Herskovic V (2021) Omnichannel customer experience and management: an integrative review and research agenda. Sustainability 13:2824
Grewal D, Levy M, Kumar V (2009) Customer experience management in retailing: an organizing framework. J Retail 85:1–14
Grewal D, Roggeveen AL, Nordfalt J (2017) The future of retailing. J Retail 93:1–6
Gupta S, Lehmann DR, Stuart JA (2004) Valuing customers. J Mark Res 41:7–18
Hagberg J, Sundstrom M, Egels-Zandén N (2016) The digitalization of retailing: an exploratory framework. Int J Retail Distrib Manag 44:694–712
Hair JF, Black WC, Babin BJ, Anderson RE (2014) Multivariate data analysis: Pearson new international edition. Pearson Education Limited, Essex
Herhausen D, Binder J, Schoegel M, Herrmann A (2015) Integrating bricks with clicks: retailer-level and channel-level outcomes of online–offline channel integration. J Retail 91:309–325
Hubner A, Kuhn H, Wollenburg J (2016) Last mile fulfilment and distribution in omni-channel grocery retailing A strategic planning framework. Int J Retail Distrib Manag 44:228–247
Huete-Alcocer N (2017) A literature review of word of mouth and electronic word of mouth: implications for consumer behavior. Front Psychol 8:1256
Konus U, Verhoef PC, Neslin SA (2008) Multichannel shopper segments and their covariates. J Retail 84:398–413
Kumar V, Rajan B, Gupta S, Pozza ID (2019) Customer engagement in service. J Acad Mark Sci 47:138–160
Kumar V, Venkatesan R (2005) Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior. J Interact Mark 19:44–62
Kushwaha T, Shankar V (2013) Are Multichannel customers really more valuable? The moderating role of product category characteristics. J Mark 77:67–85
Lazaris C, Vrechopoulos A (2014) From multi-channel to “omnichannel” retailing: review of the literature and calls for research. In: 2nd international conference on contemporary marketing issues (ICCMI), Athens, Greece, pp 1–6
Leeflang PSH, Verhoef PC, Dahlstrom P, Freundt T (2014) Challenges and solutions for marketing in a digital era. Eur Manag J 32:1–12
Lemon KN, Verhoef PC (2016) Understanding customer experience throughout the customer journey. J Mark 80:69–96
Lewis J, Whysall P, Foster C (2014) Drivers and technology-related obstacles in moving to multichannel retailing. Int J Electron Commer 18:43–67
Li HS, Kannan PK (2014) Attributing conversions in a multichannel online marketing environment: an empirical model and a field experiment. J Mark Res 51:40–56
Lopes J, Farinha L (2019) Industial Symbiosis in a circular economy: towards firms’ sustainable competitive advantage. Int J Mechatron Appl Mech 5:206–220
Lopes J, Ferreira JJ, Farinha L (2019) Innovation strategies for smart specialisation (RIS3): past, present and future research. Growth Chang 50:38–68
Lynch S, Barnes L (2020) Omnichannel fashion retailing: examining the customer decision-making journey. J Fash Mark Manag 24:471–493
Melis K, Campo K, Breugelmans E, Lamey L (2015) The impact of the multi-channel retail mix on online store choice: does online experience matter? J Retail 91:272–288
Milojević S, Sugimoto CR, Yan E, Ding Y (2011) The cognitive structure of Library and Information Science: analysis of article title words. J Am Soc Inform Sci Technol 62:1933–1953
Mukhopadhyay SK, Setaputra R (2007) A dynamic model for optimal design quality and return policies. Eur J Oper Res 180:1144–1154
Neslin SA, Grewal D, Leghorn R, Shankar V, Teerling ML, Thomas JS, Verhoef PC (2006) Challenges and opportunities in multichannel customer management. J Serv Res 9:95–112
Neslin SA et al (2014) The interrelationships between brand and channel choice. Mark Lett 25:319–330
Pantano E, Naccarato G (2010) Entertainment in retailing: the influences of advanced technologies. J Retail Consum Serv 17:200–204
Parise S, Guinan PJ, Kafka R (2016) Solving the crisis of immediacy: how digital technology can transform the customer experience. Bus Horiz 59:411–420
Persson O, Danell R, Schneider JW (2009) How to use Bibexcel for various types of bibliometric analysis. In: Åström F, Danell R, Larsen B, Schneider J (eds) Celebrating scholarly communication studies: a Festschrift for Olle Persson at his 60th Birthday, vol 5. International Society for Scientometrics and Informetrics, Sweden, pp 9–24
Picot-Coupey K, Kotzab XB, Christop H, Huré E, Piveteau L (2016) Channel design to enrich customers’ shopping experiences. Int J Retail Distrib Manag 44:336–368
Piotrowicz W, Cuthbertson R (2014) Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing. Int J Electron Commer 18:5–15
Pophal L (2015) Multichannel vs. Omnichannel Marketing: is there a difference, and what does it mean to you? Econtent 38:15
Rapp A, Baker TL, Bachrach DG, Ogilvie J, Beitelspacher LS (2015) Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. J Retail 91:358–369
Reader D, Watkins D (2006) The Social and Collaborative nature of entrepreneurship scholarship: a co-citation and perceptual analysis. Entrep Theory Pract 30:417–441
Rigby D (2011) MARKETING The Future of Shopping. Harvard Bus Rev 89:64
Rose S, Clark M, Samouel P, Hair N (2012) Online Customer experience in e-retailing: an empirical model of antecedents and outcomes. J Retail 88:308–322
Shah D, Rust RT, Parasuraman A, Staelin R, Day GS (2006) The path to customer centricity. J Serv Res 9:113–124
Signori P, Gozzo I, Flint DJ, Milfeld T, Satinover Nichols B (2019) Sustainable customer experience: bridging theory and practice. In: Thrassou A, Vrontis D, Weber Y, Shams SMR, Tsoukatos E (eds) The synergy of business theory and practice: advancing the practical application of scholarly research. Springer, Cham, pp 131–174
Sorescu A, Frambach RT, Singh J, Rangaswamy A, Bridges C (2011) Innovations in retail business models. J Retail 87:S3–S16
Stuart D (2018) Open bibliometrics and undiscovered public knowledge. Online Inf Rev 42:412–418
Thomas JS, Sullivan UY (2005) Managing marketing communications with multichannel customers. J Mark 69:239–251
Tranfield D, Denyer D, Smart P (2003) Towards a methodology for developing evidence-informed management knowledge by means of systematic review. Br J Manag 14:207–222
Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. J Mark 68:1–17
Venkatesan R, Kumar V, Ravishanker N (2007) Multichannel shopping: causes and consequences. J Mark 71:114–132
Verhoef PC, Kannan PK, Inman JJ (2015) From multi-channel retailing to omni-channel retailing introduction to the special issue on multi-channel retailing. J Retail 91:174–181
Verhoef PC, Lemon KN, Parasuraman A, Roggeveen A, Tsiros M, Schlesinger LA (2009) Customer experience creation: determinants, dynamics and management strategies. J Retail 85:31–41
Verhoef PC, Neslin SA, Vroomen B (2007) Multichannel customer management: understanding the research-shopper phenomenon. Int J Res Mark 24:129–148
Vogel R, Guttel WH (2013) The dynamic capability view in strategic management: a bibliometric review. Int J Manag Rev 15:426–446
Wallace DW, Giese JL, Johnson JL (2004) Customer retailer loyalty in the context of multiple channel strategies. J Retail 80:249–263
Wallin JA (2005) Bibliometric methods: Pitfalls and possibilities. Basic Clin Pharmacol Toxicol 97:261–275
Wang RJH, Malthouse EC, Krishnamurthi L (2015) On the go: how mobile shopping affects customer purchase behavior. J Retail 91:217–234
Wang YJ, Capon N, Wang VL, Guo CQ (2018) Building industrial brand equity on resource advantage. Ind Mark Manage 72:4–16
White HD, McCain KW (1998) Visualizing a discipline: an author co-citation analysis of information science, 1972–1995. J Am Soc Inform Sci 49:327–355
Zeithaml VA (1988) Consumer perceptions of price, quality, and value—a means-end model and synthesis of evidence. J Mark 52:2–22
Zhang J, Farris PW, Irvin JW, Kushwaha T, Steenburgh TJ, Weitz BA (2010) Crafting integrated multichannel retailing strategies. J Interact Mark 24:168–180
Zupic I, Cater T (2015) Bibliometric methods in management and organization. Organ Res Methods 18:429–472
Author information
Authors and Affiliations
Corresponding author
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Appendix
Appendix
See Table 13.
Rights and permissions
About this article
Cite this article
Lopes, J.M., Sousa, A., Calçada, E. et al. A citation and co-citation bibliometric analysis of omnichannel marketing research. Manag Rev Q 72, 1017–1050 (2022). https://doi.org/10.1007/s11301-021-00219-8
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11301-021-00219-8