Systematic Literature Review: Enhancing Customer Experience through Omnichannel Retailing | ||||
| المجلة العربية للإدارة | ||||
| Articles in Press, Accepted Manuscript, Available Online from 06 August 2025 PDF (327.41 K) | ||||
| Document Type: بحوث باللغة الإنجلیزیة | ||||
| DOI: 10.21608/aja.2025.400578.1890 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Kesmat AbdelAziz  
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| Business Information Systems Department College of Management and Technology, Arab Academy for Science, Technology and Maritime Transport (AAST), Heliopolis, Cairo, Egypt | ||||
| Abstract | ||||
| In an increasingly digitized retail environment, delivering a seamless and coherent omnichannel customer experience (CX) has become a critical strategic priority for researchers and practitioners. This study conducts systematic literature review (SLR) to synthesize, categorize, and critically evaluate the scholarly work on omnichannel CX published between 2020 and 2025. 52 peer-reviewed journal articles were identified from Scopus, Web of Science, and ScienceDirect based on clearly defined inclusion and exclusion criteria. The review adopts a structured content analysis framework and categorizes studies across key dimensions such as industry focus, consumer decision-making variables, research methodologies, and channel integration outcomes. The findings reveal that omnichannel CX research is fragmented across diverse theoretical perspectives and methodological approaches, with significant emphasis on customer journey mapping, technology adoption, personalization, and service quality. Empirical studies dominate the landscape, yet conceptual clarity and longitudinal assessments remain limited. Key constructs such as channel integration quality, customer empowerment, and emotional engagement are recurrent, underscoring the need for more integrative models that bridge behavioral, technological, and strategic dimensions. Moreover, the review highlights a geographic concentration in developed markets and a notable research gap in emerging economies and mobile-first retail contexts. This review contributes to the academic discourse by offering a comprehensive framework for understanding omnichannel CX and identifying critical research gaps. It also provides actionable insights for retailers seeking to align digital and physical touchpoints with evolving customer expectations. Future research directions are proposed to advance theory and practice in this evolving domain. | ||||
| Keywords | ||||
| Customer Experience; Omnichannel; Gender; SLR | ||||
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