Mapping the Omni-Channel Consumer Journey: A Systematic Review of Behavioral Intentions, Channel Choices, and Preferences

Abstract

Purpose – This study provides an overview of how a systematic literature review (SLR) is used to identify relevant literature on consumers’ behavioral in adopting the OMNI-Channel platforms. It outlines the SLR process, including source identification, research question formulation, systematic searching strategies, article quality appraisal, and data extraction and analysis.
Design/methodology/approach – A systematic approach was employed using three major databases. After applying eligibility criteria, 35 relevant articles were shortlisted from an initial pool of 94 papers.
Findings – Of the 94 initially identified papers, 77 were closely aligned to the topic which 62 contributed directly to the research framework and 15 articles focused on OMNI-Channel platforms. However, only 35 articles that were much more relatable to the topic were analysed and discussed in detail.
Practical implications – This paper provides insights for managers on optimising logistics processes and strengthening customer relationships by prioritising consumer-valued OMNI-Channel strategies. It also informs small retailers on how to apply OMNI-Channel concepts effectively.
Originality/value – This study fulfils the need for a systematic review of empirical research on OMNI-Channel customer behaviour and intention to use such platforms.