Banca de DEFESA: ALEXANDRE MAGNO DA SILVA FILHO

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : ALEXANDRE MAGNO DA SILVA FILHO
DATE: 29/09/2025
TIME: 14:30
LOCAL: VIDEOCONFERÊNCIA (link a ser publicado no Forum do Sigaa)
TITLE:

Interface with Marketing in Omnichannel Operations: Development of a Multidimensional Scale

KEY WORDS:

omnichannel, logistical risks, customer experience, supply chain, multidimensional scale

PAGES: 120
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

The expansion of multichannel retail strategy toward an omnichannel logic represents one of the most significant transformations in contemporary business strategies. This perspective promotes a paradigm shift by integrating customer touchpoints, making them complementary and building a fluid, non-linear, and customer-centered journey. Although proven effective in terms of organizational outcomes, this approach generates a series of challenges in its implementation, mainly because it simultaneously encompasses both logistics and marketing dimensions. These challenges require studies that propose an interface between the two areas in order to understand the logistical risks involved in the omnichannel customer journey. Furthermore, the literature highlights the importance of developing instruments that allow for the measurement of results throughout this journey.

In this context, this thesis aimed to develop a theoretical multidimensional scale that enables an integrated assessment of customer experience and logistical risks along the omnichannel journey. The proposal is aligned with recent studies (Radomska et al., 2025; Gasparin & Slongo, 2023), which emphasize the need for more robust metrics to measure operational efficiency and the risks associated with the omnichannel journey.

The research pursued three specific objectives, structured and addressed in three chapters. The first chapter mapped the state of the art by analyzing the concept of omnichannel at the marketing–logistics interface. The second chapter developed a theoretical review based on previously published case studies that identified patterns in the omnichannel approach and the logistical risks of each. Finally, the third chapter carried out a conceptual systematization by gathering the dimensions identified in the earlier studies to propose a theoretical multidimensional scale.

By integrating different perspectives, this research contributes to the theoretical and practical advancement of omnichannel management, providing insights for the development of more effective strategies aligned with the complexities of contemporary retail.

COMMITTEE MEMBERS:
Interno - ***.703.134-** - ESDRAS MATHEUS SILVA MATIAS - UFPB
Externa à Instituição - FABRICIA ABRANTES FIGUEIREDO DA ROCHA - IFRN
Externo à Instituição - GABRIEL RODRIGO GOMES PESSANHA - UNIFAL-MG
Presidente - 1372521 - MARIA VALERIA PEREIRA DE ARAUJO
Externo ao Programa - 2859852 - MAX LEANDRO DE ARAUJO BRITO - null