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Consumer Perceived Value and Decision Outcome in Multi-Channel Retail : A Systematic Literature Review

Dinesh Sharma & Tapan Kumar Panda

Indian Journal of Marketing2025https://doi.org/10.17010/ijom/2025/v55/i2/174746article
ABDC C
Weight
0.46

What the paper says

Purpose : Increasing research on multi-channel identifies various disconnected factors influencing customer decision-making behavior. Collecting and synthesizing this data was imperative to provide practitioners with pertinent insights. This paper examined the current research on multi-channel retailing consumer decision outcomes (CDOs) from the lens of consumer perceived value (CPV).Methodology : This study employed a systematic literature review to delineate the existing knowledge at the junction of CPV and CDO in multi-channel (siloed or integrated) retailing.Findings : A systematic review of 152 peer-reviewed articles published in English-language journals indicated that multi-channel CDOs are predominantly examined as a consequence of the perceived value of multi-channel dimensions rather than linked to retailing marketing and management. This study introduced a conceptual framework for multi-channel CDOs’ antecedents, episodes, and consequences.Practical Implications : The results indicated techniques for utilizing customer decision outcomes to enhance returns for retail marketers and managers. These insights will assist field personnel in attaining consumer decision-making behavior objectives.Originality : This is among the first studies to conduct a systematic review of exhaustive peer-reviewed articles to delineate existing gaps and potential for future research by mapping the intersection of multi-channel customer-perceived value and CDOs. Further, this study provided various findings on retailing studies by segregating findings between articles corresponding to multichannel and omnichannel.

4 citations

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https://doi.org/https://doi.org/10.17010/ijom/2025/v55/i2/174746

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@article{dinesh2025,
  title        = {{Consumer Perceived Value and Decision Outcome in Multi-Channel Retail : A Systematic Literature Review}},
  author       = {Dinesh Sharma & Tapan Kumar Panda},
  journal      = {Indian Journal of Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.17010/ijom/2025/v55/i2/174746},
}

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Evidence weight

0.46

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.37 × 0.4 = 0.15
M · momentum0.60 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.