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Omnichannel services

In: A Research Agenda for Service Marketing

Author

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  • Ilaria Dalla Pozza

Abstract

As omnichannel service is now becoming the norm in the competitive landscape, the purpose of this chapter is fourfold: (1) describing the historical evolution that has led to the development of omnichannel services from multichannel through a literature review of the topic; (2) identifying the emergent challenges for organizations in delivering seamless and superior customer experience in omnichannel retail by developing channel integration; (3) presenting the necessity of adopting a service logic perspective in omnichannel services to strengthen the focus on the customer; and (4) mapping future research directions for a fast-moving service landscape. The customer omnichannel system is depicted as a service interface to which service marketing concepts and tools can be applied, from a service logic perspective. The adoption of a service logic perspective in omnichannel implies a fundamental change in perspective that strengthens the focus on the customer as central creator of value for a successful implementation.

Suggested Citation

  • Ilaria Dalla Pozza, 2024. "Omnichannel services," Chapters, in: Olivier Furrer & Mikèle Landry & Chloé Baillod & Jie Y. Kerguignas (ed.), A Research Agenda for Service Marketing, chapter 3, pages 45-65, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21560_3
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    File URL: https://www.elgaronline.com/doi/10.4337/9781803923178.00010
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