Omni-channel retailing in supply chains: a systematic literature review

What is it about?

The global economy has witnessed the push by major retailers to enhance customer value by integrating the multiple channels such as online, store, and mobile; thus, paving way for the omni channel (OC) revolution. OC retailing and logistics problems have attracted the attention of several researchers. Considering the increased interest in OC among the research and practitioner community, we conducted a systematic literature review of the current research in OC. A bibliometric analysis (BA) is conducted using state-of-the-art bibliometric tools. A total of 552 articles selected through a keyword combination search from reputed databases of peer-reviewed academic sources from period 2009-19 are analysed for the purposes of this study. The study first presents an exploratory analysis to determine influential authors, publication sources, regions and keywords. Second, multiple network analyses are conducted to identify and cluster the co-cited research studies, keywords and publication sources to identify primary research themes algorithmically. A multivariate analysis also carried to reveal the important clusters and trends within the literature followed by a content analysis. These advanced BA tools enable exploring the current status of OC research, identify existing themes, and the guidance for potential areas of future research interest in OC.

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