The omnichannel strategy allows the customer to have the same experience through multiple different channels, which can greatly improve the customer experience and thus benefit businesses. This research paper studies the evaluation of customer experience in the omnichannel environment. Very little research about it exists as it is quite a new business model. Therefore, a systematic literature review was conducted to find as much relevant data as possible and analyse the results systematically. 42 channels, 97 customer experience factors and 34 tools or methods are found from 19 different studies and categorized accordingly. All the connections between the extracted data are discovered by processing it with a relations visualizing tool. This way it enables to see how everything is connected and which topics are the most common in the included studies. Finally, from the findings, this research proposes a conceptual model linking all the parts of this research together to create a basic outline for customer experience evaluation in the omnichannel environments.
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