Presenting a framework for implementing an omni-channel marketing strategy with a meta- synthesis approach

Objective: As 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.

Methodology: The 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, results, and carrying out an in-depth examination of the chosen articles with the aid of the CASP method, 89 key articles were selected for further analysis. The analysis was performed using MAXQDA software by coding the articles.

Findings: The study's results consisted of various elements, including 1087 open codes, 90 subcategories at the first level, 13 subcategories at the second level, and a three-level model featuring four primary categories for implementing omnichannel marketing.

Conclusion: According to the study's findings, the implementation of omnichannel marketing relies on four key pillars, which are processes and functions, environment, customer interaction, and resources and capital. Additionally, out of the 13 subcategories at the second level, nine were given priority due to their high repetition in the articles 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 proposed 22 high-priority subcategories at the second level that businesses and marketers can leverage to effectively implement omnichannel marketing strategies. The study's findings highlight the critical importance of having a comprehensive understanding of the key pillars and subcategories necessary for implementing an effective omnichannel marketing strategy. By focusing on the four main categories of processes and functions, environment, customer interaction, and resources and capital, businesses can create a strong foundation for their omnichannel marketing efforts. Additionally, by prioritizing the nine subcategories identified in the study, businesses can ensure that they are targeting the areas that are most crucial to their success. Ultimately, the proposed 22 high-priority subcategories can serve as a useful framework for businesses seeking to develop or improve their omnichannel marketing strategies and enhance the customer experience. Two types of research are suggested for future research. In order to quantify this qualitative research, it is possible to prioritize the main categories, first-level sub-categories and second-level sub-categories using different techniques, using the opinion of Iranian and foreign experts, and this type of research can be divided into the types of industries in which omni-channel marketing is important. ; such as retail, bank, etc.