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Multichannel integration along the customer journey: a systematic review and research agenda

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  • Lily (Xuehui) Gao
  • Iguacel Melero
  • F. Javier Sese

Abstract

Enabled by the proliferation of new marketing channels, customers can utilize and compare marketing mix–related information across channels in a direct manner, which entails a more complex customer journey. Therefore, the question of how to optimally manage the marketing mix along the customer journey in multichannel environments has become a vital issue for the delivery of consistent customer experiences. To address the recent call for research on this topic, we performed a systematic literature review on multichannel studies, which led to the development of an integrative conceptual model that takes into account the linkage between the consistency of the marketing mix across channels along the customer journey (i.e. pre-purchase, purchase, and post-purchase) and the customer experience, along with a large range of moderating aspects (customer, firm, and industry characteristics). This research further contributes to literature in the marketing field by providing a set of future research avenues. The study offers a practical guide for managers to identify critical marketing mix elements that deserve their special attention along the customer journey in a multichannel environment. It also suggests that firms should consider the pros and cons before implementing a multichannel integration strategy.

Suggested Citation

  • Lily (Xuehui) Gao & Iguacel Melero & F. Javier Sese, 2020. "Multichannel integration along the customer journey: a systematic review and research agenda," The Service Industries Journal, Taylor & Francis Journals, vol. 40(15-16), pages 1087-1118, December.
    • Handle: RePEc:taf:servic:v:40:y:2020:i:15-16:p:1087-1118
    DOI: 10.1080/02642069.2019.1652600
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    Cited by:

    1. Yeong Un Lee & Seung Hyun Chung & Joon Young Park, 2024. "Online Review Analysis from a Customer Behavior Observation Perspective for Product Development," Sustainability, MDPI, vol. 16(9), pages 1-18, April.
    2. Pei-Ju Wu, 2023. "O2O switching determinants and successful drivers in omnichannel retailing services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 771-788, September.
    3. Gil Lamata, Mercedes & Latorre Martínez, María Pilar, 2022. "The Circular Economy and Sustainability: A Systematic Literature Review," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    4. Pengyi Shen & Zecong Ma, 2022. "The quality of physical–electronic hybrid services and its impact on customer loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 16(4), pages 1065-1080, December.
    5. De Canio, Francesca & Fuentes-Blasco, Maria, 2021. "I need to touch it to buy it! How haptic information influences consumer shopping behavior across channels," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Cambra-Fierro, Jesús & Gao, Lily (Xuehui) & Melero-Polo, Iguácel & Trifu, Andreea, 2021. "How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    7. Xie, Chaohong & Chiang, Chung-Yean & Xu, Xianhao & Gong, Yeming, 2023. "The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    8. Francesco Longo & Paola Roberta Boscolo & Claudio Bongiorno Sottoriva, 2022. "Un framework per la digitalizzazione del territorio," MECOSAN, FrancoAngeli Editore, vol. 2022(122), pages 105-122.
    9. Regina Negri Pagani & Bruno Pedroso & Celso Bilynkievycz Santos & Claudia Tania Picinin & João Luiz Kovaleski, 2023. "Methodi Ordinatio 2.0: revisited under statistical estimation, and presenting FInder and RankIn," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(5), pages 4563-4602, October.
    10. Angelos Pantouvakis & Anastasia Gerou, 2022. "The Theoretical and Practical Evolution of Customer Journey and Its Significance in Services Sustainability," Sustainability, MDPI, vol. 14(15), pages 1-16, August.

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