Home⇛The Advanced Social Science in Research Journal⇛vol. 1 no. 5 (2026)

Systematic Literature Review (SLR) on Omnichannel Customer Experience (OCX)

Shahid Iqbal | Amiya Bhaumik | Rizwan Shabbir

Discipline: Marketing

 

Abstract:

This systematic literature review aims to analyse the available literature on the omnichannel customer experience, which is an essential variable in a modern retail and service ecosystem. To determine the key themes and gaps and future research directions, the study concentrates on papers that refer to Omnichannel Customer Experience (OCX) exclusively. There was the use of a methodology, which followed the PRISMA framework. Out of 150 papers that were obtained through Scopus, 70 papers were shortlisted on relevance basis. Upon quality assessment and suitability to the scope of the research, 30 articles were chosen as the ones to be analyzed in depth. The papers were strictly screened to derive information about OCX dimensions, antecedents, outcome, and contextual issues. The review has found three overarching themes, namely, (1) the use of technology and touchpoints in creating seamless customer experiences, (2) the relevance of customer behaviour and preferences in OCX, and (3) the effects of OCX on both consumer and business performance. Other major gaps that have been brought out in the study are OCX in emerging markets, sustainability of OCX, and that more longitudinal studies are required in order to understand how OCX works over time. This SLR also advances the field with a more narrow and comprehensive analysis of OCX, unlike more general omnichannel studies. Through the synthesis of the knowledge gathered by using relevant papers of high quality, the present study provides a polished conceptualization of OCX and outlines a research agenda to fill the gaps identified. The results can help scholars to further the OCX theory and practitioners to design and execute effective omnichannel strategies.



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