Desenvolvimento de uma escala teórica multidimensional da interface logística e marketing para avaliação de estratégias omnichannel

The expansion of multichannel retail strategies into an omnichannel logic represents one of the most significant transformations in contemporary business practices. This perspective entails a paradigm shift by integrating customer touchpoints, making them complementary and building a fluid, non-linear, and customer-centered purchase journey. Although omnichannel adoption has proven effective in terms of organizational results, it also poses relevant challenges, particularly because it simultaneously encompasses logistics and marketing dimensions. These challenges reinforce the need for studies that propose an integrated analysis of the interface between these two areas, with emphasis on the logistical risks involved in the omnichannel customer journey. In addition, recent literature highlights the importance of developing instruments capable of measuring the outcomes and efficiency of this journey. In this context, this dissertation aimed to develop a theoretical multidimensional scale capable of jointly assessing customer experience and logistics risks along the omnichannel journey. The proposal aligns with recent studies (Radomska et al., 2025; Gasparin & Slongo, 2023), which advocate for more robust metrics to evaluate operational efficiency and the risks associated with omnichannel retail. The research was structured in three stages: a theoretical review of the omnichannel concept at the marketing–logistics interface; an analysis of practices and patterns identified in published case studies; and a conceptual systematization of the dimensions, culminating in the proposal of a multidimensional theoretical scale. The final outcome presents a scale composed of three dimensions derived from the reviews. The first, related to marketing, is named customer experience; the second, focused on logistical aspects, is defined as logistics risks; and the third, with an integrative nature, is defined as purchase journey, encompassing both operational logistics and marketing strategies in a combined framework.

Grantor dc:publisher

Universidade Federal do Rio Grande do Norte

Year dc:date.issued

2025

Author dc:creator

• Silva Filho, Alexandre Magno da

Advisor dc:contributor.advisor

• Araújo, Maria Valéria Pereira de

• Omnichannel
• Riscos logísticos
• Experiência do cliente
• Jornada de compra
• Interface marketing/logística
• Escala multidimensinal

Statement dc:rights

• Acesso Aberto

Language dc:language.iso

pt_BR

Repository record dc:identifier.uri

https://repositorio.ufrn.br/handle/123456789/67257

OAI identifier oai:identifier

oai:repositorio.ufrn.br:123456789/67257