Omni-Channel Retailing in the Context of Multi-Channel Integration: A Literature Review

Year 2023, Issue: 96, 279 - 301, 27.12.2023

Seyda Fatih Harmandaroğlu , Remzi Altunışık

https://doi.org/10.17753/sosekev.1347810

Abstract

There is a rapid change in today's understanding of retail. With the impact of the post-pandemic change in consumer behavior, consumers want to integrate their physical shopping with digital-based stores. Satisfying this demand requires the perfect integration of physical and digital merchandising. In this context, omni-channel retailing is revolutionizing the way traditional e-commerce works. With the omni-channel approach, where both physical and online stores are treated as a single store, the customer can seamlessly and uninterruptedly make purchases through either physical or digital channels. The purpose of this research is to contribute to the literature by exploring the theoretical background, antecedents, and successors of the theory by scanning the literature on omni-channel retailing in the context of multi-channel integration. The study is based on the review of 181 articles after a comprehensive search in the Web of Science database between January 2011 and May 2023. According to the research findings, planned behavior, dynamic capability, and stimulus-organism-response theories come to the fore in explaining the theoretical background of omni-channel retailing. In addition, it is stated that articles on omni-channel retailing are grouped as consumer, business, and omni-channel oriented. Finally, the research concludes with suggestions for future research.

Keywords

Multichannel, Channel integration, Omni-channel retailing, Literature review

ÇOK KANALLI ENTEGRASYON BAĞLAMINDA OMNİ-KANAL PERAKENDECİLİĞİ: LİTERATÜR TARAMASI

Abstract

Günümüz perakendecilik anlayışında hızlı bir değişim olduğu görülmektedir. Pandemi sonrası tüketici davranışlarındaki değişimin de etkisiyle tüketiciler fiziki temaslı alışverişlerini dijital tabanlı mağazalarla bütünleştirmek istemektedirler. Bu talebin karşılanabilmesi hem fiziki hem de dijital mağazacılığın kusursuz entegrasyonunu gerekli kılmaktadır. Bu bağlamda bütüncül kanal perakendecilik anlayışı geleneksel e-ticaretin çalışma biçiminde devrim yaratmaktadır. Gerek fiziki gerekse çevrimiçi mağazaların tek bir mağaza gibi ele alındığı bütüncül kanal anlayışı ile müşteri, alışverişini kusursuz ve kesintisiz bir şekilde ister fiziki ister dijital kanallardan yapabilmektedir. Bu araştırmanın amacı çok kanallı entegrasyon bağlamında bütüncül kanal perakendeciliğe dair yazın taraması yaparak kuramın teorik arka planını, öncül ve ardıllarını araştırarak yazına katkı sağlamaktır. Çalışma 2011 Ocak ayı ile 2023 Mayıs arasındaki dönemde Web of Science veri tabanında yapılan kapsamlı bir taramanın ardından 181 makalenin incelenmesine dayanmaktadır. Araştırma bulgularına göre bütüncül kanal perakendeciliğin teorik arka planını açıklamada planlı davranış, dinamik-yetenek ve uyarıcı-organizma-tepki teorileri ön plana çıktığı görülmektedir. Ayrıca bütüncül kanal perakendeciliğe dair makalelerin tüketici, işletme ve bütüncül kanal odaklı olarak gruplandığı ifade edilmektedir. Son olarak, araştırma sonunda araştırmacılara gelecekteki çalışmalar için önerilerde bulunulmaktadır.

Keywords

Çok kanallı, Kanal entegrasyonu, Omni-kanal perakendeciliği, Bütüncül kanal perakendecilik, Yazın taraması

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