Omnichannel and Optimization of the Consumer Experience
A Bibliometric Analysis
DOI:
https://doi.org/10.65598/rps.6098Palavras-chave:
Omnichannel, Consumer experience, BibliometricsResumo
This study examines the relationship between omnichannel strategies, channel integration, and their impact on consumer experience, considering consumer behavior changes driven by emerging technologies following the COVID-19 pandemic. Despite their relevance for business competitiveness, the literature still shows a gap due to the scarcity of comprehensive studies. The research was conducted in three phases: a literature review, a structured methodology to validate the analysis, and a trend study across multiple industries. A bibliometric analysis was conducted using tools such as VOSviewer, RStudio, Bibliometrix, and Biblioshiny to visualize bibliographic networks and extract key insights. The results indicate that most studies focus on the retail sector, while other sectors remain underexplored. These findings highlight the need for interdisciplinary research integrating emerging technologies and artificial intelligence to enhance channel efficiency and optimize the consumer experience.
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