A Bibliometric Analysis of Omnichannel and Customer Satisfaction


  • 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




Omnichannel, Customer Satisfaction, Bibliometric Analysis


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.


Abdullah, K. H., Roslan, M. F. & Ilias M. (2023). A Bibliometric Analysis of Literature Review Articles Published by Malaysian Authors. Jurnal Penyelidikan Sains Sosial, 6(18), 8-26. https://doi.org/10.55573/JOSSR.061802

Barnes, C. (2016). Omni-Channel Retail—Challenges and Opportunities for Packaging Innovation. Integrating the Packaging and Product Experience in Food and Beverages, 59–76. https://doi.org/10.1016/b978-0-08-100356-5.00004-8 DOI: https://doi.org/10.1016/B978-0-08-100356-5.00004-8

Deepak, G., Devarshi, D., & Abhijit, K. (2019). Enhancing the Utility Customer Experience: A Digital Framework, Cognizant 20-20 Insights, Energy and Utilities Practice. https://www.cognizant.com/us/en/pages/whitepapers/enhancing-the-utility-customer-experience-a-digital-framework-codex3164.pdf

Derhami, S., Montreuil, B., & Bau, G. (2021). Assessing Product Availability in Omnichannel Retail Networks in the Presence of On-Demand Inventory Transhipment and Product Substitution. Omega, 102, 102315. https://doi.org/10.1016/j.omega.2020.102315 DOI: https://doi.org/10.1016/j.omega.2020.102315

Hamouda, M. (2019). Omni-Channel Banking Integration Quality and Perceived Value as Drivers of Consumers’ Satisfaction and Loyalty. Journal of Enterprise Information Management, 32(4), 608-625. https://doi.org/10.1108/JEIM-12-2018-0279 DOI: https://doi.org/10.1108/JEIM-12-2018-0279

Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty Formation for Different Customer Journey Segments. Journal of Retailing, 95(3), 9-29. https://doi.org/10.1108/JEIM-12-2018-0279 DOI: https://doi.org/10.1016/j.jretai.2019.05.001

Hidayat, R., Leni, C., Gaffar, V., & Thaha, A. R. (2022). Omnichannel for Online & Offline Marketing: A Systematic Literature Review. PalArch’s Journal of Archaeology of Egypt / Egyptology, 19(3), 1196-1208. https://archives.palarch.nl/index.php/jae/article/view/11361

Hiraishi K., Ito H., Inoue Y., Eto K., Katashio N., Koike S., Go Y., Park C.D., Hayashi H., Yoneyama R., & Takahashi I. (2016). The effect of omni-channel retailer’s strategy on store loyalty. 2016 SMA Proceedings, SMA. Westerville, Ohio, USA. 443-449.

Ilieska, K. (2013). Customer Satisfaction Index – as a Base for Strategic Marketing Management. TEM Journal, 2(4), 327-331.

Ismail, S. N., Ramli, A., & Aziz, H. A. (2021). Influencing Factors on Safety Culture in Mining Industry: A Systematic Literature Review Approach. Resources Policy, 74, 102250. https://doi.org/10.1016/j.resourpol.2021.102250 DOI: https://doi.org/10.1016/j.resourpol.2021.102250

Iyer, P., Davari, A., & Mukherjee, A. (2018). Investigating the Effectiveness of Retailers’ Mobile Applications in Determining Customer Satisfaction and Repatronage Intentions? A Congruency Perspective. Journal of Retailing and Consumer Services, 44, 235-243. https://doi.org/10.1016/j.jretconser.2018.07.017 DOI: https://doi.org/10.1016/j.jretconser.2018.07.017

Komulainen, H., & Makkonen, H. (2018). Customer Experience in Omni-Channel Banking Services. Journal of Financial Services Marketing, 23, 190-199. https://doi.org/10.1057/s41264-018-0057-6 DOI: https://doi.org/10.1057/s41264-018-0057-6

Kumar, V., Rajan, B., Gupta, S., & Pozza, I. D. (2019). Customer Engagement in Service. Journal of the Academy of Marketing Science. 47, 138-160. https://doi.org/10.1007/s11747-017-0565-2 DOI: https://doi.org/10.1007/s11747-017-0565-2

Lee, W. J. (2016). Unravelling Consumer Responses to Omni-Channel Approach. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 37-49. https://doi.org/10.4067/S0718-18762020000300104 DOI: https://doi.org/10.4067/S0718-18762020000300104

Ma, S. (2017). Fast or Free Shipping Options in Online & Omni-Channel Retail? The Mediating Role of Uncertainty on Satisfaction & Purchase Intentions. The International Journal of Logistics Management, 28(4), 1099-1122. https://doi.org/10.1108/IJLM-05-2016-0130 DOI: https://doi.org/10.1108/IJLM-05-2016-0130

Ng, S. J. H., Rizal, A. M., Khalid, H., Ho, T. C. F., & Sahimi, M. (2021). Increasing Customer Satisfaction through Omnichannel Retailing. International Journal of Academic Research in Business and Social Sciences, 11(11), 696–707. http://dx.doi.org/10.6007/IJARBSS/v11-i11/11267 DOI: https://doi.org/10.6007/IJARBSS/v11-i11/11267

Omar,S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J. H. (2021). M-Commerce: The Nexus Between Mobile Shopping Service Quality and Loyalty. Journal of Retailing and Consumer Services, 60, 102468. https://doi.org/10.1016/j.jretconser.2021.102468 DOI: https://doi.org/10.1016/j.jretconser.2021.102468

Shen, X.-L., Li, Y.-J., Sun, Y., & Wang, N. (2018). Channel Integration Quality, Perceived Fluency and Omnichannel Service Usage: The Moderating Roles of Internal and External Usage Experience. Decision Support Systems, 109, 61-73. https://doi.org/10.1016/j.dss.2018.01.006 DOI: https://doi.org/10.1016/j.dss.2018.01.006

Sorkun, M.F., Yumurtacı Hüseyinoğlu, I.Ö., & Börühan, G. (2020). Omni-Channel Capability and Customer Satisfaction: Mediating Roles of Flexibility and Operational Logistics Service Quality. International Journal of Retail & Distribution Management, 48(6), 629-648. https://doi.org/10.1108/IJRDM-07-2019-0235 DOI: https://doi.org/10.1108/IJRDM-07-2019-0235

Stein, A., & Ramaseshan, B. (2015). Towards the Identification of Customer Experience Touch Point Elements. Journal of Retailing and Consumer Services, 30, 8-19. https://doi.org/10.1016/j.jretconser.2015.12.001 DOI: https://doi.org/10.1016/j.jretconser.2015.12.001

Sun, Y., Yang, C., Shen, X. L., & Wang, N. (2020). When Digitalized Customers Meet Digitalized Services: A Digitalized Social Cognitive Perspective of Omnichannel Service Usage. International Journal of Information Management, 54, 102200. https://doi.org/10.1016/j.ijinfomgt.2020.102200 DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102200

Suthongwan, S., & Kuntonbutr, C. (2023). The Impact of Touchpoints on Customer Engagement: The Mediating Role of Relationship Quality and Brand Attachment. International Journal of Electronic Marketing and Retailing, 14(2), 156-170. https://doi.org/10.1504/IJEMR.2023.129871 DOI: https://doi.org/10.1504/IJEMR.2023.129871

Sweileh, W. M. (2022). Analysis and Mapping of Global Research Publications on Shift Work. Journal of Occupational Medicine and Toxicology, 17(1), 1-14. https://doi.org/10.1186/s12995-022-00364-0 DOI: https://doi.org/10.1186/s12995-022-00364-0

Tueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021). A Conceptual Framework of the Antecedents of Customer Journey Satisfaction in Omnichannel Retailing. Journal of Retailing and Consumer Services, 61, 102550. https://doi.org/10.1016/j.jretconser.2021.102550 DOI: https://doi.org/10.1016/j.jretconser.2021.102550

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005 DOI: https://doi.org/10.1016/j.jretai.2015.02.005

Wahid, R., Ahmi A., & Alam, A. S. A. F. (2020). Growth and Collaboration in Massive Open Online Courses: A Bibliometric Analysis. The International Review of Research in Open and Distributed Learning, 21(4), 292-322. https://doi.org/10.19173/irrodl.v21i4.4693 DOI: https://doi.org/10.19173/irrodl.v21i4.4693




How to Cite

Ismail, S. F., Zahari, A. R., Esa, E., Nor Asshidin, N. H., Surbaini, K. N., & Abdullah, A. E. (2023). A Bibliometric Analysis of Omnichannel and Customer Satisfaction. Environment-Behaviour Proceedings Journal, 8(SI15), 73–79. https://doi.org/10.21834/e-bpj.v8iSI15.5077