Enhancing Customer Experience: A Comprehensive Review of Satisfaction and Loyalty Drivers in Omnichannel E-commerce

This systematic review explores the elements associated with customer satisfaction and loyalty related to an omnichannel e-commerce experience. This is done by conducting a review of 57 Articles from trusted databases including the Scopus, Web of Science, and Google Scholar, and identifies the main drivers of customer satisfaction and loyalty, which are found to be channel integration, digital technologies, post-sale services, and loyalty programs. These findings indicate that seamless integration of channels (e.g. websites, mobile apps, physical stores, social media) and the adoption of advanced technologies (e.g. CRM systems, artificial intelligence, IoT) significantly contribute to improving customer satisfaction and loyalty. In addition, quality post-sale services and multichannel loyalty programs are essential for building customer loyalty. In addition, this study tackles the challenges of implementing omnichannel strategies, such as channel coordination, implementation costs, and sticky employees, while proposing practical remedies, such as training employees and adoption of emerging technologies-such as blockchain and IoT. This review contributes to the ever-growing literature on omnichannel retailing by providing insights with practical implications for companies looking to best configure their omnichannel setups.

Enhancing Customer Experience: A Comprehensive Review of Satisfaction and Loyalty Drivers in Omnichannel E-commerce Keywords:

Customer Satisfaction , Customer Loyalty , Digital Technology , Omnichannel , E-Commerce , CRM , Artificial Intelligence