In recent decades, retail has been faced with a challenging scenario, resulting from the digital transformation driven by advances on the internet that has transformed retail business models, especially in commercial transactions, giving consumers a new shopping experience. However, it has been a challenge for retailers to maintain the same shopping experience in different marketing channel formats, mainly with regard to understanding the consumption habits of consumers and what can influence their purchase decisions. As far as is known, the buying process is not only about the act of buying. There is an entire buying journey that must be studied to ensure customer satisfaction from the first contact to the after-sales experience. In this context, this article identifies and analyzes the stages of the omnichannel retail purchase journey from the consumer’s perspective. To achieve the proposed objective, this study was conducted through a systematic literature review in accordance with the SPAR-4-SLR protocol. The results present several analyses that demonstrate the complexity involving the consumer’s perspective in the purchase decision process. The insights show how complex it can be to for companies to manage the purchase journey due to the individuality of each consumer. The main finding shows that most marketing studies do not address the omnichannel consumer journey and, when they do, they focus on specific parts to the detriment of a more holistic view of the buying process. The originality of this article lies in the fact that few studies on omnichannel retail have focused on the integration of all touchpoints using an empirical longitudinal evaluation.

In recent years, e-commerce has assumed a more strategic and relevant role with regard to the good performance of the global retail industry. The facilities and conveniences provided by e-tail contribute to meeting the demands of a more connected consumer. However, it is necessary to consider the complex nature of the online market, which requires e-retailers to challenge themselves in order to create stronger connections with their customers to achieve greater customer satisfaction. In this context, the services offered in the after-sales phase, one of the most relevant stages of the consumer journey, can help reduce the negative impacts involved in the decision and experience of an online purchase. The post-sale in e-commerce is a research domain that has become increasingly prominent in recent years, and this maturation in the academic environment requires a deeper understanding of this scientific production. Therefore, to synthesize the main insights and suggest an agenda for future studies of this theme, a Systematic Literature Review (SLR) was conducted for this study using a hybrid approach, combining a structured review with a bibliometric review. One of the main contributions of the research is the seminal presentation of after-sales attributes in e-commerce, in a global and broad view, focusing on the retailer and consumer relationship, referred to herein as After-sales Customer Services (AFSCS). Unlike the other few existing reviews regarding the theme, this work is innovative because it investigates the e-commerce post-purchase, the attributes of this stage, and the relationship between retailer and consumer at this stage of the journey in a more direct, exclusive, and complete way.

O aumento na demanda por mercadorias tem impacto direto no sistema de distribui­ção de cargas nos centros urbanos, o que resulta em desafios logísticos para as empre­sas de transporte e para os varejistas durante o recebimento dessas mercadorias. O objetivo deste artigo é analisar quais são as maiores dificuldades no recebimento das mercadorias referentes às restrições locais e aos desafios logísticos, sob o ponto de vista dos varejistas e transportadores. Um levantamento de dados foi feito com os ato­res na região central da cidade de Sorocaba. Os dados foram analisados por meio de estatística descritiva, análise de correlação e análise fatorial com o objetivo de enten­der os principais fatores logísticos que interferem na entrega/recebimento das merca­dorias. Como resultado, percebe-se que a principal restrição é a falta de local disponí­vel para entrega/recebimento de mercadorias nos estabelecimentos e os principais de­safios logísticos são referentes à infraestrutura do local e entregas fora do horário co­mercial.

The spatial differentiation of the main constraints and challenges on urban freight transportation can support more assertive public policies and measures, subsidizing city logistics solutions. This paper presents the use of spatial analysis to characterize retailers and carriers’ perceptions on the most important constraints and challenges faced during the urban freight delivery in the central area of Sorocaba/SP. To identify possible clustered patterns concerning problems and solutions from the stakeholders’ viewpoint, the data were analyzed through two spatial techniques: Average Nearest Neighbors and Getis Gi Ord* Hot Spots analysis. These two methodological approaches provide a spatial concentration analysis. As a result, we determined the spatial patterns of stakeholders’ perception for the two groups of variables assessed: (i) the Northwestern portion of Sorocaba’s central area is not prepared to receive the demands of vehicles, and the stakeholders present restrictions related to off-peak deliveries; (ii) the Northeastern region has the greatest negative perception regarding the assessed attributes, and shows little evidence that the loading and unloading space is not appropriate.

This paper aims to conduct a systematic literature review (SLR) on value-based health care (VBHC) in Brazil, providing an overview of the state-of-the-art practice of an emerging and strategic topic for the country’s health system. The SLR involved analyzing academic literature (AL) and gray literature (GL) in separate and parallel analyses to answer seven research questions. The results show that Brazil’s VBHC theme has evolved from a theoretical and practical perspective in recent years. However, the topic still needs more consensus, which makes it difficult to share best practices or compare health organizations. The practical initiatives on the subject are punctual and partial and show, in most cases, an attempt to measure results and care costs with an emphasis on economic aspects. The findings also showed the challenges for the Brazilian health system in modifying its structure to correct the flaws that prevent the delivery of value-based health care. This study makes three central contributions to the literature: (i) it shows the scenario of VBHC initiatives in Brazil; (ii) validates the use of GL in SLR for the health area, and (iii) links the state of the art and practice, bringing academia closer to health institutions with theoretical, practical, and managerial implications for VBHC initiatives in the country. This paper presents the current status of the VBHC reality in the country and the challenges to be faced so that the Brazilian health system can seek the required transformation and anticipate its future needs.

Purpose: The purpose of this study is to analyze the evolving role of affective components within the digital marketing domain. Offering a comprehensive typology that synthesizes existing research and provides a structured path forward.Design/methodology/approach: A literature review was conducted, supported by content analysis, adopting a longitudinal approach extending up to 2024. The study presents bibliometric indicators, temporal evolution, indexed collaboration between countries with significant publications on the topic, conceptual understanding of affect, a typology analysis and future research directions in the field.Findings: The findings reveal that affect is a critical and emerging element in the digital marketing domain, especially since 2020. Six pivotal classes were identified: humanized brand building, personalized consumer experience, content marketing, consumer behavior in digital environments, affective responses in advertising and influencer marketing. These structures of knowledge provide insights into how brands can effectively connect with their consumers through authentic and affective components.Originality/value: This study introduces an innovative conceptual typology that incorporates affect within the digital marketing domain. By identifying six distinct classes, it offers a novel framework for understanding the role of affect in creating more effective and meaningful brand-consumer relationships.