Clarification and Prioritization of Omnichannel Marketing Antecedents: A Meta-Synthesis Approach

ObjectiveAs digital advancements continue to evolve and grow, customers anticipate a smooth purchasing experience when they engage with businesses. To meet these expectations, businesses adopt an omnichannel marketing strategy, which offers customers a complete and uninterrupted purchasing experience, from initial contact to the end of the transaction. Recognizing the significance of this topic, a qualitative framework for implementing omnichannel marketing was developed through this study. Omnichannel marketing is becoming increasingly vital for businesses, as it enables them to create a consistent and personalized experience for customers across various channels and devices, thereby enhancing customer satisfaction, loyalty, and overall business performance. MethodologyThe research employed Sandelowski and Barroso's seven-step model and the meta-synthesis approach. A total of 590 articles on omnichannel marketing were identified by searching reliable national and international scientific databases. After screening the title, abstract, and results, and carrying out an in-depth examination of the chosen articles using the CASP method, 89 key articles were selected for further analysis. The analysis was conducted using MAXQDA software by coding the articles. FindingsThe study's results revealed a comprehensive framework, including 1,087 open codes, 90 first-level subcategories, 13 second-level subcategories, and a three-tier model comprising four primary categories for implementing omnichannel marketing. ConclusionAccording to the study's findings, the implementation of omnichannel marketing relies on four key concepts, which are processes and functions, environment, customer interaction, as well as resources and capital. Additionally, out of the 13 subcategories at the second level, nine were given priority due to their high repetition in the data analyzed. These subcategories include organizational strategy and structure, market, business environmental background, customer behavioral characteristics, technology resources, customer characteristics, financial resource management, human capital, and human resource management. Finally, the study revealed 22 high-priority subcategories at the second level that businesses and marketers can leverage to effectively implement omnichannel marketing strategies. By focusing on the four main categories of processes and operations, environment, customer engagement, and resources and capital, businesses can build a strong foundation for their omnichannel marketing efforts. Two types of research are recommended for future investigation. First, to quantify the qualitative findings, one could prioritize the main categories, first-level subcategories, and second-level subcategories using various techniques and the insights of both Iranian and international experts. This research could be further categorized by industry, such as retail or banking, where omnichannel marketing is particularly relevant. Second, the proposed framework could be employed to assess and rank the antecedents of omnichannel marketing within Iranian organizations. This would enable them to identify their strengths and weaknesses, thereby better positioning themselves to achieve global standards in omnichannel marketing.