Banca de QUALIFICAÇÃO: ALEXANDRE MAGNO DA SILVA FILHO

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : ALEXANDRE MAGNO DA SILVA FILHO
DATE: 21/08/2025
TIME: 11:00
LOCAL: VIDEOCONFERÊNCIA (link a ser publicado no Forum do Sigaa)
TITLE:

Marketing Strategy and Supply Chain Management in the Omnichannel Approach: Development of a Multidimensional Scale for Assessing Customer Experience and Perceived Risks in the Customer Journey

KEY WORDS:

omnichannel, customer experience, supply chain, multidimensional scale

PAGES: 80
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 contact channels, making them complementary and building a seamless, non-linear, and customer-centered purchase journey. Although this approach has been proven to yield satisfactory organizational results, it generates a series of challenges in its implementation, mainly because it simultaneously encompasses logistical and marketing dimensions. This requires studies that propose an interface between these areas and allow for the evaluation of multiple aspects involved in the omnichannel journey, especially concerning consumer experience and the logistical and operational risks faced by organizations.

In this context, this thesis aims to develop a theoretical multidimensional scale that enables an integrated assessment of the customer experience and the perceived risks throughout the omnichannel journey. The proposal aligns with recent studies (Radomska et al., 2025; Gasparin & Slongo, 2023), which argue the need for more robust metrics to measure operational efficiency, channel integration, and the risks associated with the omnichannel journey.

The research will be structured in three phases articulated through scientific articles: the first aims to map the state of the art by analyzing the concept of omnichannel at the marketing-logistics interface; the second article intends, based on previously published case studies, to identify practices, barriers, and patterns in the omnichannel approach; and finally, the third article will perform a conceptual systematization by gathering the dimensions identified in the previous studies to propose a theoretical multidimensional scale.

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

COMMITTEE MEMBERS:
Externo à Instituição - DMITRYEV CYRENEU DA SILVA
Presidente - 1372521 - MARIA VALERIA PEREIRA DE ARAUJO
Externo ao Programa - 2859852 - MAX LEANDRO DE ARAUJO BRITO - null