Understanding the complexities of omnichannel retailing through a service-dominant logic framework: exploring the role of digitalization in the retail ecosystem

ABSTRACT Retailing’s digital transformation continues to exert pressure on marketers to effectively design and manage consumers’ shopping experiences. A multi-method research approach was adopted to thoroughly examine the current state of consumer experiences in an omnichannel retailing context. Specifically, a bibliometric analysis of 561 omnichannel retailing articles in the Web of Science database was conducted, revealing a lack of research focused on the service-dominant logic perspective. Therefore, the proposed conceptual framework utilized a service-dominant logic perspective, emphasizing the interconnected roles of various actors in shaping consumers’ experiences and their assessments of value-in-use within complex omnichannel retailing. To the best of the authors’ knowledge, this research is the first comprehensive framework for understanding consumer value-in-use in omnichannel retailing, linking antecedents, consumers’ value-in-use experiences, and consequences for consumers and retailers. In summary, this paper conceptualizes how consumers perceive value co-creation within an omnichannel retail ecosystem, contributing to the development of omnichannel strategies that optimize consumers’ value-in-use across the retail landscape.