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In a highly competitive landscape, adopting an omnichannel approach might lead to a market advantage in terms of acquiring and retaining customers, as well as a means to ensure business sustainability. Omnichannel organizations situate the customer at the core of their interaction. However, research on omnichannel customer experience (CX) is still fragmented. In this paper, by adopting an integrative approach, we aim to articulate the empirical evidence around omnichannel CX and its management. Moreover, we show how research around omnichannel CX emerged from different theoretical perspectives and disciplines such as marketing, sociology and computer science. Towards this goal, we conducted a systematic literature review—with in depth analysis of 50 papers—and identified that omnichannel CX literature has engaged a number of research streams from various theoretical perspectives. Based on the research gaps, we propose an agenda for future research including topics such as (1) understanding the customer lifecycle in an omnichannel context; (2) integrating new touchpoints and channels; (3) predicting the omnichannel customer behavior; and (4) approaching omnichannel CX in service-based organizations. We conclude that adopting an omnichannel CX management approach requires the entire organization to be customer-centric while articulating interdisciplinary teams. Available studies on omnichannel CX provide the foundations for extending the knowledge on this topic and developing tools for practitioners to use in the omnichannel management assessment, operationalization, and measurement.

Purpose The purpose of this paper is to describe the current state of the research field of business process architecture (BPA) and its design methodologies. Design/methodology/approach A systematic literature review (SLR) was conducted using meta- and content-based perspectives. Findings From over 6,000 candidate studies, 89 were selected. A fifth of these primary works corresponded to BPA design methodologies. Though the BPA research field remains in an early stage of development, it bears promising growth potential. Regarding BPA design methodologies, the following aspects susceptible for further research were detected: identification and modeling of business process relationships; specification of inputs; standardization of models, notations and tool support; consideration of managerial concerns; integration of knowledge from other areas; and validation of methodological and product quality aspects. Research limitations/implications The main limitation of the work lies in not being fully reproducible due to the fixed number of data sources and their digital nature, together with subjective decisions in work selection, data extraction and data analysis. Originality/value To the best of the authors’ knowledge no study has yet analyzed the BPA research field by means of an SLR. This study will benefit practitioners and research groups working on this topic by allowing them to get a rigorous overview of the BPA research field with an emphasis on available BPA design methodologies, and become aware of research gaps within the BPA field to position further research.

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