Consumer Perceived Value and Decision Outcome in Multi-Channel Retail : A Systematic Literature Review
DOI:
https://doi.org/10.17010/ijom/2025/v55/i2/174746Keywords:
consumer perceived value (CPV)
, consumer decision outcome (CDO), multi-channel/omnichannel, retail marketing and management, systematic literature review.Paper Submission Date
, August 5, 2024, Paper sent back for Revision, November 15, Paper Acceptance Date, December 20, Paper Published Online, February 15, 2025Abstract
Purpose : Increasing research on multi-channel identifies various disconnected factors influencing customer decision-making behavior. Collecting and synthesizing this data was imperative to provide practitioners with pertinent insights. This paper examined the current research on multi-channel retailing consumer decision outcomes (CDOs) from the lens of consumer perceived value (CPV).
Methodology : This study employed a systematic literature review to delineate the existing knowledge at the junction of CPV and CDO in multi-channel (siloed or integrated) retailing.
Findings : A systematic review of 152 peer-reviewed articles published in English-language journals indicated that multi-channel CDOs are predominantly examined as a consequence of the perceived value of multi-channel dimensions rather than linked to retailing marketing and management. This study introduced a conceptual framework for multi-channel CDOs’ antecedents, episodes, and consequences.
Practical Implications : The results indicated techniques for utilizing customer decision outcomes to enhance returns for retail marketers and managers. These insights will assist field personnel in attaining consumer decision-making behavior objectives.
Originality : This is among the first studies to conduct a systematic review of exhaustive peer-reviewed articles to delineate existing gaps and potential for future research by mapping the intersection of multi-channel customer-perceived value and CDOs. Further, this study provided various findings on retailing studies by segregating findings between articles corresponding to multichannel and omnichannel.
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