{"id":"https://openalex.org/W4414862121","doi":"https://doi.org/10.3390/jtaer20040277","title":"Enhancing Omnichannel Customer Experience: From a Customer Journey Design Perspective","display_name":"Enhancing Omnichannel Customer Experience: From a Customer Journey Design Perspective","publication_year":2025,"publication_date":"2025-10-05","ids":{"openalex":"https://openalex.org/W4414862121","doi":"https://doi.org/10.3390/jtaer20040277"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer20040277","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20040277","pdf_url":"https://www.mdpi.com/0718-1876/20/4/277/pdf?version=1759637079","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/0718-1876/20/4/277/pdf?version=1759637079","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5101761893","display_name":"Wei Gao","orcid":"https://orcid.org/0009-0002-2062-338X"},"institutions":[{"id":"https://openalex.org/I142108993","display_name":"Southwest University","ror":"https://ror.org/01kj4z117","country_code":"CN","type":"education","lineage":["https://openalex.org/I142108993"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Wei Gao","raw_affiliation_strings":["College of Economics and Management, Southwest University, Chongqing 400715, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"College of Economics and Management, Southwest University, Chongqing 400715, China","institution_ids":["https://openalex.org/I142108993"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5010215208","display_name":"Ning Jiang","orcid":"https://orcid.org/0000-0001-5429-6490"},"institutions":[{"id":"https://openalex.org/I183067930","display_name":"Shanghai Jiao Tong University","ror":"https://ror.org/0220qvk04","country_code":"CN","type":"education","lineage":["https://openalex.org/I183067930"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Ning Jiang","raw_affiliation_strings":["Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200030, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200030, China","institution_ids":["https://openalex.org/I183067930"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5010215208"],"corresponding_institution_ids":["https://openalex.org/I183067930"],"apc_list":{"value":1000,"currency":"CHF","value_usd":1082},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1082},"fwci":5.1699,"has_fulltext":true,"cited_by_count":4,"citation_normalized_percentile":{"value":0.95067297,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":98,"max":99},"biblio":{"volume":"20","issue":"4","first_page":"277","last_page":"277"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.9994000196456909,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.9994000196456909,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9939000010490417,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12496","display_name":"Color perception and design","score":0.9678000211715698,"subfield":{"id":"https://openalex.org/subfields/3207","display_name":"Social Psychology"},"field":{"id":"https://openalex.org/fields/32","display_name":"Psychology"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/omnichannel","display_name":"Omnichannel","score":0.9940999746322632},{"id":"https://openalex.org/keywords/perspective","display_name":"Perspective (graphical)","score":0.6230000257492065},{"id":"https://openalex.org/keywords/thematic-analysis","display_name":"Thematic analysis","score":0.5609999895095825},{"id":"https://openalex.org/keywords/customer-experience","display_name":"Customer experience","score":0.5496000051498413},{"id":"https://openalex.org/keywords/context","display_name":"Context (archaeology)","score":0.5175999999046326},{"id":"https://openalex.org/keywords/dimension","display_name":"Dimension (graph theory)","score":0.5066999793052673},{"id":"https://openalex.org/keywords/customer-relationship-management","display_name":"Customer relationship management","score":0.4869999885559082},{"id":"https://openalex.org/keywords/value","display_name":"Value (mathematics)","score":0.4074999988079071},{"id":"https://openalex.org/keywords/customer-value","display_name":"Customer value","score":0.40560001134872437}],"concepts":[{"id":"https://openalex.org/C2780928776","wikidata":"https://www.wikidata.org/wiki/Q16999365","display_name":"Omnichannel","level":2,"score":0.9940999746322632},{"id":"https://openalex.org/C12713177","wikidata":"https://www.wikidata.org/wiki/Q1900281","display_name":"Perspective (graphical)","level":2,"score":0.6230000257492065},{"id":"https://openalex.org/C74196892","wikidata":"https://www.wikidata.org/wiki/Q7781188","display_name":"Thematic analysis","level":3,"score":0.5609999895095825},{"id":"https://openalex.org/C2985250679","wikidata":"https://www.wikidata.org/wiki/Q984142","display_name":"Customer experience","level":2,"score":0.5496000051498413},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.5175999999046326},{"id":"https://openalex.org/C33676613","wikidata":"https://www.wikidata.org/wiki/Q13415176","display_name":"Dimension (graph theory)","level":2,"score":0.5066999793052673},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4903999865055084},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.4869999885559082},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4422000050544739},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4156999886035919},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.4074999988079071},{"id":"https://openalex.org/C2985066332","wikidata":"https://www.wikidata.org/wiki/Q556441","display_name":"Customer value","level":3,"score":0.40560001134872437},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.39239999651908875},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.3763999938964844},{"id":"https://openalex.org/C2992420184","wikidata":"https://www.wikidata.org/wiki/Q984142","display_name":"Brand experience","level":4,"score":0.36719998717308044},{"id":"https://openalex.org/C57660159","wikidata":"https://www.wikidata.org/wiki/Q5196460","display_name":"Customer intelligence","level":5,"score":0.366100013256073},{"id":"https://openalex.org/C183003079","wikidata":"https://www.wikidata.org/wiki/Q1000371","display_name":"Personalization","level":2,"score":0.3589000105857849},{"id":"https://openalex.org/C101276457","wikidata":"https://www.wikidata.org/wiki/Q5196474","display_name":"Customer retention","level":4,"score":0.35659998655319214},{"id":"https://openalex.org/C53100981","wikidata":"https://www.wikidata.org/wiki/Q5196454","display_name":"Customer equity","level":5,"score":0.3531000018119812},{"id":"https://openalex.org/C192209626","wikidata":"https://www.wikidata.org/wiki/Q190909","display_name":"Focus (optics)","level":2,"score":0.34610000252723694},{"id":"https://openalex.org/C31367271","wikidata":"https://www.wikidata.org/wiki/Q5196444","display_name":"Customer advocacy","level":4,"score":0.3343000113964081},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.334199994802475},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.3061999976634979},{"id":"https://openalex.org/C87931564","wikidata":"https://www.wikidata.org/wiki/Q1752211","display_name":"Strategic business unit","level":2,"score":0.29820001125335693},{"id":"https://openalex.org/C145912823","wikidata":"https://www.wikidata.org/wiki/Q113558","display_name":"Dynamics (music)","level":2,"score":0.2818000018596649},{"id":"https://openalex.org/C43595421","wikidata":"https://www.wikidata.org/wiki/Q7939596","display_name":"Voice of the customer","level":5,"score":0.27570000290870667},{"id":"https://openalex.org/C63207073","wikidata":"https://www.wikidata.org/wiki/Q1076010","display_name":"Customer to customer","level":5,"score":0.274399995803833},{"id":"https://openalex.org/C130721881","wikidata":"https://www.wikidata.org/wiki/Q1146253","display_name":"Customer lifetime value","level":5,"score":0.2669999897480011},{"id":"https://openalex.org/C180198813","wikidata":"https://www.wikidata.org/wiki/Q121182","display_name":"Information system","level":2,"score":0.2644999921321869},{"id":"https://openalex.org/C22354355","wikidata":"https://www.wikidata.org/wiki/Q422009","display_name":"Partial least squares regression","level":2,"score":0.26269999146461487}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/jtaer20040277","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20040277","pdf_url":"https://www.mdpi.com/0718-1876/20/4/277/pdf?version=1759637079","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:f9432d320a984311939b540f6e1d030d","is_oa":true,"landing_page_url":"https://doaj.org/article/f9432d320a984311939b540f6e1d030d","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 20, Iss 4, p 277 (2025)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer20040277","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20040277","pdf_url":"https://www.mdpi.com/0718-1876/20/4/277/pdf?version=1759637079","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G1650823058","display_name":null,"funder_award_id":"72202185","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G3055004830","display_name":null,"funder_award_id":"72302145","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"}],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"}],"has_content":{"grobid_xml":false,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4414862121.pdf"},"referenced_works_count":56,"referenced_works":["https://openalex.org/W158044045","https://openalex.org/W1654255044","https://openalex.org/W2093505263","https://openalex.org/W2104212223","https://openalex.org/W2115981184","https://openalex.org/W2146288845","https://openalex.org/W2257278005","https://openalex.org/W2422895071","https://openalex.org/W2494963464","https://openalex.org/W2793509955","https://openalex.org/W2909440307","https://openalex.org/W2920753387","https://openalex.org/W2972324459","https://openalex.org/W2981768058","https://openalex.org/W3024181102","https://openalex.org/W3048709913","https://openalex.org/W3049134727","https://openalex.org/W3081277128","https://openalex.org/W3084931431","https://openalex.org/W3095557019","https://openalex.org/W3114067630","https://openalex.org/W3115144951","https://openalex.org/W3124071958","https://openalex.org/W3131122250","https://openalex.org/W3135003338","https://openalex.org/W3138739762","https://openalex.org/W3167104920","https://openalex.org/W3213098950","https://openalex.org/W3213703874","https://openalex.org/W4200492900","https://openalex.org/W4213227337","https://openalex.org/W4220981850","https://openalex.org/W4220996630","https://openalex.org/W4226208323","https://openalex.org/W4235678817","https://openalex.org/W4280626381","https://openalex.org/W4290442689","https://openalex.org/W4292322714","https://openalex.org/W4292745376","https://openalex.org/W4293053376","https://openalex.org/W4293791807","https://openalex.org/W4295313118","https://openalex.org/W4296409704","https://openalex.org/W4312100610","https://openalex.org/W4313398903","https://openalex.org/W4313893778","https://openalex.org/W4318700513","https://openalex.org/W4318752676","https://openalex.org/W4320186809","https://openalex.org/W4321056045","https://openalex.org/W4361271199","https://openalex.org/W4380150877","https://openalex.org/W4385456199","https://openalex.org/W4391404829","https://openalex.org/W4392528415","https://openalex.org/W4406799241"],"related_works":[],"abstract_inverted_index":{"Customer":[0],"experience":[1],"is":[2,8],"central":[3],"to":[4,62,126],"omnichannel":[5,25,66,96,118,130,145],"marketing":[6],"and":[7,53,86,111,135],"increasingly":[9],"the":[10,21,35,80,127],"focus":[11],"of":[12,23,37,88,129],"research":[13,31],"attention.":[14],"However,":[15],"few":[16],"studies":[17],"have":[18],"focused":[19],"on":[20],"development":[22],"excellent":[24],"customer":[26,42,97,119,131,133],"experiences.":[27,120],"To":[28],"fill":[29],"this":[30],"gap,":[32],"we":[33],"examined":[34],"drivers":[36],"these":[38],"experiences":[39],"from":[40],"a":[41],"journey":[43],"design":[44],"perspective.":[45],"Partial":[46],"least":[47,55],"squares":[48,56],"structural":[49],"equation":[50],"modeling":[51],"(PLS-SEM)":[52],"partial":[54],"multigroup":[57],"analysis":[58],"(PLS-MGA)":[59],"were":[60,70],"employed":[61],"analyze":[63],"775":[64],"valid":[65],"customers\u2019":[67],"data,":[68],"which":[69],"collected":[71],"through":[72],"an":[73,91],"online":[74],"survey.":[75],"The":[76],"findings":[77],"suggest":[78],"that":[79],"thematic":[81],"cohesion,":[82],"consistency,":[83],"context":[84],"sensitivity,":[85],"connectivity":[87],"touchpoints":[89],"play":[90],"important":[92],"role":[93],"in":[94],"improving":[95],"experience.":[98],"Value":[99],"co-creation":[100,137],"behavior":[101],"can":[102],"be":[103],"significantly":[104],"increased":[105],"by":[106,116],"affective,":[107],"cognitive,":[108],"physical,":[109],"relational,":[110],"symbolic":[112],"experiences,":[113,132],"but":[114,139],"not":[115,123],"sensorial":[117],"These":[121],"results":[122],"only":[124],"contribute":[125],"knowledge":[128],"journeys,":[134],"value":[136],"behavior,":[138],"also":[140],"offer":[141],"useful":[142],"advice":[143],"for":[144],"marketers.":[146]},"counts_by_year":[{"year":2026,"cited_by_count":4}],"updated_date":"2026-05-21T06:26:12.895304","created_date":"2025-10-10T00:00:00"}