Search

Retailers need to adopt an omnichannel strategy to survive and thrive in the digital era, considering the industry's competitiveness and technological disruption. If sources of consumer value in omnichannel commerce are not fully understood, retailers may not be able to respond and adapt to this crucial transition since customers are value-conscious in addition to having changing buying habits. Our study aims to uncover sources of customer value specific to the context of omnichannel retailing. Bibliometric data from 295 Scopus-indexed articles related to customer value in omnichannel retailing was retrieved and subjected to network analysis and science mapping using VOS Viewer and Biblioshiny app respectively. Our findings identified five clusters of customer value in omnichannel retailing and seventeen research themes that can be classified into four categories (established, emerging, niche, and basic). Based on these insights, we propose five dimensions of omnichannel retail value. Additionally, a future research agenda for the field is offered along with the identification of core research gaps. [ABSTRACT FROM AUTHOR]

Scales are developed with rigorous theoretical and statistical procedures, and they play a paramount role in the predictions of the outcome of constructs. However, it was found in the extant literature that the development of several scales was done without adherence to standard practices. This article aims to critically review the procedures used for the scales developed in the context of online consumers, highlight limitations, discuss their implications, and recommend the best practices for future research. Scale development studies published in journals indexed in reputed international databases were selected for meta-synthesis. The present study analysis was divided according to the primary stages of the scale development process namely development, data collection, analysis, and reporting. Common issues, such as unsuitable qualitative analysis methods, improper sampling technique, sample size, sample composition, and non-adherence to the reporting standards were recorded. At the end of this study, 15 recommendations were formulated, which would help strengthen the future scale development process in the context of online consumers. [ABSTRACT FROM AUTHOR]