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- W4367183765 endingPage "144135822311676" @default.
- W4367183765 startingPage "144135822311676" @default.
- W4367183765 abstract "Technological advances allow the development of an omnichannel strategy to create a seamless experience for customers. This study has adopted a systematic literature review approach to examine, synthesise and extend a body of literature in the area of omnichannel retailing and the role of technology, taking into account both retailers’ and customers’ perspectives. We review 499 research papers to highlight the evolution of omnichannel research with a special focus on technology usage. After extracting the key theoretical foundations underpinning technology-empowered omnichannel retailing, we synthesise the empirical findings and identify emerging topics from the customer perspective including customer value, customer experience, showrooming and web rooming and customer privacy concerns as well as the key themes from the retailer perspective consisting of channel integration, personalisation and resource challenges. Based on the knowledge from the theoretical and empirical insights, we develop three important future research areas to inspire further studies in this domain." @default.
- W4367183765 created "2023-04-28" @default.
- W4367183765 creator A5013934459 @default.
- W4367183765 creator A5067447910 @default.
- W4367183765 creator A5071801009 @default.
- W4367183765 creator A5083457158 @default.
- W4367183765 date "2023-04-26" @default.
- W4367183765 modified "2023-09-25" @default.
- W4367183765 title "Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions" @default.
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