ABSTRACT
In the fiercely competitive market, coordinating physical and digital channels to deliver a seamless omnichannel customer experience (OCX) has become crucial after the COVID-19 pandemic. However, existing research on OCX lacks a comprehensive understanding due to fragmented approaches. This underscores the critical necessity of establishing a structured framework to formulate an omnichannel customer experience strategy. To bridge this gap, this study conducts a multifaceted approach bibliometric analysis to examine influential aspects of literature from 2014 to mid-June 2023 using science mapping techniques. This research contributes by identifying research streams related to the need for recognizing aspects that affect the customer experience, the influence of technology, logistical challenges, and omnichannel fulfillment strategies. Furthermore, the study proposes a new comprehensive theoretical framework for OCX strategy implementation, which includes a proposed omnichannel supply chain structure. Implications for managers and researchers, along with suggested research questions to guide future investigations, are provided
