Investigação em omnichannel

o que tem sido discutido sobre o tema desde 2011 – entendendo a atual posição da pesquisa.

Autores

  • GUILHERME JULIANI DE CARVALHO UNIVERSIDADE PAULISTA

DOI:

https://doi.org/10.18568/ijbmkt.7.2.213

Palavras-chave:

Omnichannel, operações de varejo, integração de canais, gerenciamento omnichannel, múltiplos canais.

Resumo

O omnichannel tem se mostrado como uma forte estratégia para fazer a integração dos diferentes canais do negócio, prezando pela melhoria na qualidade do atendimento e dos serviços ou produtos que a empresa oferece, a fim de melhorar a imagem de marca e cativar mais clientes. Neste contexto os objetivos desta revisão são: (i) elaborar uma linha do tempo sistemática sobre as publicações ao longo dos dez anos da existência do omnichannel mapeando o foco das pesquisas; (ii) destacar as mais recentes discussões sobre omnichannel e (iii) identificar a lacuna das pesquisas na relação entre omnichannel e consumidores (iv) sugerir caminhos para pesquisas futuras. Para tanto foi desenvolvida uma análise sistemática com identificação dos artigos mais citados na base de dados Scopus considerando as palavras-chave ‘omnichannel’, ‘omnichannel retail’ e ‘omnichannel retailing’. Este trabalho identifica a evolução da discussão do assunto ao longo dos anos e aponta como estudos mais recentes a experiência positiva do consumidor e a tomada de decisão em estratégia omnichannel. Entre os resultados nota-se um crescimento significativo das publicações sobre o tema nos últimos três anos e a maioria dos estudos são de origem estadunidense. Percebe-se, também, que a literatura sobre omnichannel ainda é muito esporádica, dispersa e fragmentada entre Journals, autores e linhas de pesquisa. Uma exaustiva literatura sobre a integração e gestão dos canais utilizados pelas organizações é encontrada, porém, conclui-se, que existe uma lacuna na literatura que estude a visão dos consumidores de forma mais aprofundada, destacando a percepção dos riscos envolvidos no omnichannel.

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Publicado

2022-12-30

Como Citar

DE CARVALHO, G. J. (2022). Investigação em omnichannel: o que tem sido discutido sobre o tema desde 2011 – entendendo a atual posição da pesquisa. International Journal of Business and Marketing, 7(2), 37–55. https://doi.org/10.18568/ijbmkt.7.2.213

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