Omnicanalidad y optimización de la Experiencia del consumidor
Un Análisis Bibliométrico
DOI:
https://doi.org/10.65598/rps.6098Palabras clave:
Omnicanalidad, Experiencia del consumidor, BibliometríaResumen
Este estudio analiza la relación entre la omnicanalidad, la integración de canales y su impacto en la experiencia del consumidor, en consideración con los cambios de comportamiento fomentados por tecnologías emergentes luego de la pandemia de Covid-19. Así, a pesar de su relevancia en la competitividad empresarial, se evidencia una brecha en la literatura debido a la escasez de estudios sobre estas variables. La investigación se desarrolla en tres fases: una revisión bibliográfica, una metodología estructurada para validar el análisis y un estudio de tendencias en varias industrias. Se realiza un análisis bibliométrico con herramientas como VOSviewer, RStudio, Bibliometrix y Biblioshiny para visualizar redes bibliográficas y extraer información importante. Los resultados denotan que la mayoría de estudios se enfocan en el sector minorista, lo que deja de lado otros sectores. Por ello, se requieren investigaciones interdisciplinarias que integren tecnologías emergentes e inteligencia artificial (IA) para optimizar la eficiencia de los canales y la experiencia del consumidor.
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