OMNIKANAL MARKETING STRATEGIYASI: KONTSEPTUAL EVOLYUTSIYA VA TADQIQOT YO‘NALISHLARINING SISTEMATIK TAHLILI
Ключевые слова:
omnikanal marketing, kanallar integratsiyasi, ko‘p kanalli chakana savdo, mijoz tajribasi, mijoz sayohati, sistematik adabiyotlar tahlili, PRISMA, marketing strategiyasiАннотация
Raqamli texnologiyalarning jadal rivojlanishi va iste’molchi xulq-atvorining o‘zgarishi natijasida marketing kanallarini boshqarish paradigmasi ko‘p kanalli (multi-channel) yondashuvdan omnikanal (omnichannel) yondashuvga o‘tdi. Biroq ushbu sohadagi ilmiy adabiyotlar tarqoq bo‘lib qolmoqda: omnikanal marketing strategiyasining kontseptual chegaralari, o‘lchash mezonlari va nazariy asoslari borasida yagona kelishuv mavjud emas. Mazkur maqolaning maqsadi omnikanal marketing strategiyasi bo‘yicha to‘plangan ilmiy bilimlarni tizimlashtirish, uning kontseptual evolyutsiyasini kuzatish va kelgusi tadqiqotlar uchun ustuvor yo‘nalishlarni aniqlashdan iborat. Tadqiqot PRISMA 2020 (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protokoli asosida sistematik adabiyotlar tahlili metodologiyasidan foydalangan holda amalga oshirildi. Scopus, Web of Science va ScienceDirect ma’lumotlar bazalarida 2011-2025-yillar oralig‘ida chop etilgan retsenziyalangan maqolalar oldindan belgilangan kiritish va chiqarib tashlash mezonlari asosida saralandi. Yakuniy tahlil namunasi tematik sintez usuli bilan qayta ishlandi.
Tahlil natijasida omnikanal marketing adabiyotlarining beshta asosiy tematik klasterga ajralishi aniqlandi: (1) kontseptual chegaralar va taksonomiya; (2) kanallar integratsiyasi sifati va uning natijalari; (3) iste’molchi xulqi hamda mijoz sayohati; (4) texnologik infratuzilma va ma’lumotlar arxitekturasi; (5) tashkiliy imkoniyatlar va samaradorlikni o‘lchash. Shuningdek, tadqiqotlarning nazariy asoslarida xizmat sifati, mijoz tajribasi va rag‘batlantirish-organizm-reaksiya (S-O-R) paradigmalarining ustunligi qayd etildi.
Maqolada omnikanal marketing strategiyasining integratsiyalashgan kontseptual modeli taklif etilgan bo‘lib, unda strategik antesedentlar, integratsiya mexanizmlari va natijaviy ko‘rsatkichlar o‘zaro bog‘langan. Aniqlangan tadqiqot bo‘shliqlari asosida kelgusi ilmiy izlanishlar uchun oltita ustuvor yo‘nalish shakllantirildi.
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