A Bibliometric Analysis of Omnichannel and Customer Satisfaction

Siti Farahhani Ismail; Abdul Rahman Zahari; Elinda Esa; Nor Hazlin Nor Asshidin; Khairul Nizam Surbaini; Azmer Ezwan Abdullah

doi:10.21834/e-bpj.v8iSI15.5077

Authors

Siti Farahhani Ismail College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia
Abdul Rahman Zahari College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia
Elinda Esa College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia
Nor Hazlin Nor Asshidin College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia
Khairul Nizam Surbaini College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia
Azmer Ezwan Abdullah College of Business Management & Accounting, Universiti Tenaga Nasional, Sultan Haji Ahmad Shah Campus, 26700 Bandar Muadzam Shah, Pahang, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v8iSI15.5077

Keywords:

Omnichannel, Customer Satisfaction, Bibliometric Analysis

Abstract

Many firms have adopted Omnichannel to increase engagement between companies and their customers. As a result, it facilitates the firms to create better customer experience and satisfaction, which also affects a company's earnings. The main aim of this study is to guide the researchers in developing a conceptual framework for omnichannel and customer satisfaction. Thus, this study has employed a bibliometric analysis using articles extracted from the Scopus database between the years 2015 to 2023 to determine the term co-occurrence in research titles and abstracts and the top ten highly cited journals on omnichannel and customer satisfaction.

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