خوشه بندی محرک های مؤثر بر رفتار انتخاب کانال مشتریان در بستر خرده فروشی همه کاناله (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
طی ده سال اخیر پژوهش های گسترده ای در حوزه محرک های رفتار انتخاب کانال مشتریان در بستر خرده فروشی همه کاناله انجام شده است. مرور این پژوهش ها نشان می دهد که پراکندگی نتایج و تنوع روش هایی که این پژوهش ها به کار گرفته اند، زیاد است؛ از این رو انجام دادن یک مطالعه جامع با مرور سیستماتیک برای خوشه بندی نتایج و تحلیل های مطالعات مرتبط گذشته ضروری است. در این راستا، محققان در پژوهش حاضر با هدف خوشه بندی محرک های مؤثر بر رفتار انتخاب کانال مشتریان در بستر خرده فروشی همه کاناله انجام گرفت. پژوهش حاضر از نوع مطالعات علم سنجی و جامعه آماری شامل تمامی مطالعات نمایه شده در مخزن علمی اسکوپوس طی سال های 1996 تا اکتبر 2024 به تعداد 5333 مطالعه است. پس از اعمال معیارهای ورود (مقاله های انگلیسی چاپ شده در مجله های معتبر) اطلاعات استنادی تعداد 738 مطالعه مرتبط و معتبر از مخزن علمی اسکوپوس استخراج و وارد نرم افزار بسته نرم افزاری بیبلیومتریک در R و نرم افزار Vosviewer شد. تجزیه وتحلیل اطلاعات نشان داد که رشد واقعی مقاله ها از سال 2013 اتفاق افتاده و پراستنادترین مقاله مربوط به Abhishek et al. (2016) بوده است و دو کشور آمریکا و چین در صدر تولیدکننده های مقاله های حوزه پژوهش هستند. خوشه بندی مطالعات به تعیین سه خوشه اصلی شامل خوشه 1 (خوشه قرمز): تجربه مشتری در خرده فروشی همه کاناله، خوشه 2 (خوشه سبز): مهاجرت کانال مشتری (Customer Channel Migration) در خرده فروشی همه کاناله و خوشه 3 (خوشه آبی): پیکربندی سیستم توزیع همه کاناله برای هدایت مشتریان انجامید. نتایج نشان داد که خرده فروشان برای جذب و ماندگاری مشتریان لازم است تجربه های آنها را در استفاده از خرده فروشی همه کاناله بهینه کنند تا تجربه خریدی یکپارچه را در چندین نقطه تماس ایجاد کنند و در نتیجه، سطح رضایت مصرف کننده را افزایش دهند.Clustering of the Stimuli Affecting Customers' Channel Choice Behavior in the Omni-Channel Retail Platform
Over the past decade, extensive research has been conducted on the factors influencing customer channel selection behavior within the omnichannel retail context. A review of these studies reveals significant variability in findings and a diverse array of methodologies employed. Consequently, a comprehensive study featuring a systematic review is essential to synthesize and categorize the insights from prior research. In this regard, the present study sought to identify and cluster the drivers that affect customer channel selection behavior in the omnichannel retail environment. This research employed scientometric analysis, focusing on all studies indexed in the Scopus scientific repository from 1996 to October 2024, amounting to a total of 5,333 studies. After applying entry criteria that included only English-language articles published in reputable journals, citation data for 738 relevant studies were extracted from the Scopus repository and analyzed using bibliometric software packages in R and VOSviewer. The data analysis indicated that significant growth in publications had occurred since 2013 with the most cited article authored by Abhishek et al. (2016). The United States and China emerged as the leading contributors to this field of research. The clustering of studies had led to the identification of 3 primary clusters: Cluster 1 (red): Customer experience in omnichannel retailing; Cluster 2 (green): Customer channel migration in omnichannel retailing; and Cluster 3 (blue): Configuring the omnichannel distribution system to guide customers. The findings suggested that, to attract and retain customers, retailers had to optimize the omnichannel experience, creating a seamless shopping journey across multiple touchpoints, ultimately enhancing consumer satisfaction. Introduction Today, a diverse array of shopping channels—such as retail stores, home delivery, pick-up points, and digital/downloadable products—enhances consumer experience (Nagy et al., 2024). These channels operate in a coordinated manner to maximize customer value propositions and reach a broader audience (Silva et al., 2024). Omnichannel retail integrates processes and technologies across all channels, providing consistent, reliable, and cohesive services. Verhoef et al. (2015) define omnichannel retail as "the synergistic management of the numerous available channels and customer touchpoints, optimizing customer experience and performance across those channels". This definition clearly differentiates omnichannel retail from multichannel retail, which merely offers products or services across multiple channels without synergy, and cross-channel retail, which provides only partial integration between channels (Cai & Lo, 2020; Beck & Rygl, 2015). Extensive research in consumer behavior indicates that consumers frequently use multiple channels simultaneously. For instance, they may browse products online, place orders through mobile apps, and pick up items at physical stores. This approach not only creates a seamless shopping experience, but also underscores the necessity for consistent channel management from marketers (Mahadevan & Joshi, 2022). Customers utilizing omnichannel distribution services engage with various touchpoints, such as searching for offers, downloading discount coupons, posting reviews on e-stores, and reading reviews from other customers. They enjoy the flexibility to pick up purchases in-store or return products as needed. This dynamic interaction often termed "customer journey" fosters personalized and adaptive experiences through cross-channel engagement (Taheri et al., 2024; Mishra et al., 2021). The advent of new channels, including mobile phones, tablets, and social media, has transformed omnichannel retail and significantly altered customer behavior. Today’s consumers are multi-device and multi-screen users, who are more informed and aware of omnichannel brands (Verhoef et al., 2015). They expect a seamless, consistent, and personalized experience, regardless of the channel they choose, and navigate effortlessly between various platforms—whether brick-and-mortar stores, online shops, or mobile applications (De Keyser et al., 2020; Lemon & Verhoef, 2016). These modern shoppers leverage their devices to search for products, compare options, seek advice, and find cost-effective alternatives throughout their purchasing journey, optimizing the benefits of each channel (Shi et al., 2020; Rahman et al., 2022). A review of the omnichannel retail literature indicates a growing interest among researchers in exploring the factors that influence customer channel choice behavior. Since 2010, the number of studies in this area has surged significantly, enriching the body of knowledge in the field. However, organizing these studies and distilling a common language from them have become a critical objective after a decade of scholarly effort. A systematic review employing bibliometric methods can facilitate this goal and identify shared findings from the extensive body of past research. While studies, such as Lopes et al. (2022), Raza & Govindaluri (2019), Park & Lee (2017), Tanriverdi & Aydın (2024), and Kumar et al. (2024), have addressed topics like "Research Areas of Multi-Channel Marketing", "Omnichannel Retail in the Supply Chain", "Online Shopping Behavior in Omnichannel Retail", "Omnichannel Logistics", and "Shopping Trends in Omnichannel Retail", none have specifically examined the drivers influencing customer channel choice behavior within the omnichannel context. This research represented the first systematic and comprehensive study in this area, consolidating the scattered and often contradictory findings of previous studies. It grouped similar studies into homogeneous clusters to extract key scholarly themes. Additionally, by identifying research gaps, it highlighted emerging trends for future researchers. This approach could not only advance the existing literature, but also unveil new avenues for further investigation. The objective of this research was to cluster the drivers influencing customer channel choice behavior in the omnichannel retail context through a systematic bibliometric review, addressing the following research questions: What is the annual growth rate of studies on customer channel choice behavior in omnichannel retail? Who are the leading contributors (journals, top authors, and countries) in the field of customer channel choice behavior in omnichannel retail? What are the key research topics and future research directions in the domain of customer channel choice behavior in omnichannel retail? Materials & Methods This research employed a scientometric approach by utilizing quantitative methods to explore the knowledge structure of studies related to behavioral drivers in customer channel selection within omnichannel retailing. By applying bibliometric techniques, such as co-citation and bibliographic coupling, the study analyzed articles sourced from the Scopus database carefully selected through precise filtering to ensure relevance. The methodology included a comprehensive literature review, identification of research gaps, and recommendations for future research directions. The study narrowed an initial pool of 5,333 studies down to 738 relevant articles, employing VOSviewer and the Bibliometrix package in R for analysis. The aim was to unveil the intellectual structures and highlight potential areas for further scholarly investigation in this field. Research Findings This study aimed to identify the factors influencing customer channel selection in a multi-channel retail environment by conducting a systematic review of scholarly literature from the past two decades. Bibliographic data were collected from 738 reputable articles in the Scopus database. The findings revealed a significant increase in research activity in this area beginning in 2013, with 97% of the published articles appearing between 2013 and 2024. The research conducted by Abhishek et al. (2016) was identified as the most cited article, while the Journal of Retailing and Consumer Services emerged as the leading publication in this domain. Li, with 28 articles, was recognized as the most prolific author and the United States and China were identified as the top contributors to research in this field. Comprehensive bibliometric analyses, including co-citation and bibliographic coupling networks, were performed. Co-citation analysis explored the content and knowledge structure, whereas bibliographic coupling analysis identified research gaps and potential future directions. This study enhanced our understanding of customer channel selection behavior in a multi-channel environment and highlighted promising avenues for future research. Discussion of Results & Conclusion The research findings indicated that, to attract and retain customers, retailers must optimize the omnichannel shopping experience and provide seamless services. By analyzing consumer expectations and creating integrated shopping experiences across various touchpoints, retailers can significantly enhance customer satisfaction. Additionally, it is crucial for retailers to clearly define the technologies they invest in and facilitate the adoption of these new technologies by consumers as this adoption is essential for fostering purchase intentions (Melis et al., 2015; Terpoorten et al., 2024). Access to product information through mobile applications, websites, and social media is a fundamental requirement for consumers. In-store digital touchpoints can further support customers by providing easy access to online product ratings and reviews (Bashkooh & Mohammadkhani, 2023). Moreover, developing robust logistics, inventory management, and operational infrastructure is vital for supporting an effective omnichannel retail strategy (Ishfaq et al., 2016). The bibliometric coupling analysis also identified the drivers of customer channel selection at different stages of the customer journey. This insight equips retail managers with the knowledge needed to plan and utilize appropriate channels, ultimately increasing customer satisfaction and fostering retention.
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