A Bibliometric Analysis of Omnichannel Management

Abstract

In the past decade, the retail industry has undergone a revolutionary transformation. Today, the rise of online and mobile shopping is reshaping consumer behaviour and business strategies, significantly impacting well-established retailers. As a result, retailers have begun concentrating on omnichannel management and providing customers with a seamless experience. For many traditional businesses, omnichannel management is now a necessity. It involves integrating all of the company's channels so that customers have an enjoyable experience and spread positive word of mouth. While omnichannel has recently attracted the interest of researchers, there still exists a need for an in-depth and comprehensive analysis of current research trends in this area of study. The study employs bibliometric analysis to examine research papers from the Web of Science database from 2011 to 2023. The selection of papers was conducted and reported using the PRISMA Protocol. It evaluated indicators such as research output, citation trends, thematic maps, leading contributors, countries, journals, and organisations by using the Web of Science database using Biblioshiny and VOSviewer. Patterns such as co-occurrence of keywords and authorship collaboration between countries were analysed using network visualisation analysis. Apart from the pattern analysis, this study also identified theoretical and conceptual developments in omnichannel retail environments, mapped the existing research, assessed contemporary interrelationships in research in this domain, and recommended potential research avenues for future researchers.