ABSTRACT With the rapid expansion of the digital economy, omnichannel marketing has become a key to creating seamless customer experience both online and offline. But the lack of employee proficiency, digital literacy, and organizational agility are some of the challenges that many organizations face when integrating. The aim of this study is to explore the role of the human capital development in improving the success of the omnichannel marketing using a dynamic capability perspective. A quantitative research design was used to gather survey data from various employees in three functional areas of business – marketing, customer experience, and digital operations for retail, banking and e-commerce businesses. It finds that a continuous process of employee learning, the use of digital skills and flexibility of the organisation's culture can make it possible to offer integrated customer experiences, gain agility and achieve sustainable competitive advantage in the digital marketplace.
Sajid et al. (Mon,) studied this question.
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