A Bibliometric Analysis of Omnichannel and Customer Satisfaction

Abstract

Many firms have adopted Omnichannel to increase engagement between companies and their customers. As a result, it facilitates the firms to create better customer experience and satisfaction, which also affects a company's earnings. The main aim of this study is to guide the researchers in developing a conceptual framework for omnichannel and customer satisfaction. Thus, this study has employed a bibliometric analysis using articles extracted from the Scopus database between the years 2015 to 2023 to determine the term co-occurrence in research titles and abstracts and the top ten highly cited journals on omnichannel and customer satisfaction.