Customer Engagement dalam sudut pandang omnichannel sebagai studi literature review L.Lisnawati- R. Hurriyati- Disman- V.Gaffar
Universitas Pendidikan Indonesia
Abstract
Omni-channel marketing positions consumers to be able to interact offline and online with the company, becoming a difficult task in creating customer engagement from the point of view of omnichannel marketing, so identifying more deeply about the characteristics of omnichannel customer engagement is something that needs to be done. This study aims to determine the definition, dimensions and use of factors that influence and are influenced by customer involvement research variables in the omnichannel marketing point of view. The data analysis technique uses analysis of literature review studies. Following the inclusion and exclusion criteria defined previously for selection, a total of 50 journal articles published in the period 2000 to 2021 were analyzed. Ten definitions of omnichannel customer engagement were found in the literature, and an integrated definition of the construct was developed. The dimensions of omnichannel customer engagement were analyzed, and the main differences of the construct with other concepts were also clarified.
