Digital Marketing Capabilities, Innovation Capabilities, and Omnichannel Integration Quality on Digital Marketing Performance via Customer Value Co-creation: A Systematic Literature Review

Abstract

Digital transformation has fundamentally changed the marketing paradigm, moving organizations beyond simply delivering information toward technology-driven ecosystems that emphasize data, innovation, channel integration, and customer participation as important sources of value. This transformation requires organizations to develop digital capabilities that effectively connect technological resources with evolving customer needs. This study aims to synthesize existing literature on the relationships among Digital Marketing Capability, Innovation Capability, Omnichannel Integration Quality, Customer Value Co-Creation Behavior, and Digital Marketing Performance, while proposing a conceptual framework that explains how these constructs are interconnected. A Systematic Literature Review was conducted through several stages, including literature identification, selection, quality assessment, data extraction, and synthesis of findings from previous studies. Relevant literature was obtained from academic databases and search engines using combinations of keywords associated with Digital Marketing Capability, Innovation Capability, omnichannel integration, Customer Value Co-Creation, and marketing performance. The review primarily considered scholarly journal articles published from 2020 to 2026, complemented by seminal studies to establish construct definitions and theoretical foundations. The findings indicate that Digital Marketing Capability enables organizations to effectively combine technology, data, and marketing activities, while Innovation Capability supports the continuous development of services and processes. Meanwhile, Omnichannel Integration Quality contributes to a consistent and seamless customer experience. Together, these capabilities can encourage Customer Value Co-Creation Behavior, which functions as a key mechanism for improving Digital Marketing Performance. Grounded in Dynamic Capability Theory, the study proposes an integrative conceptual model and highlights future research opportunities, particularly in digital public services and utility platforms such as New PLN Mobile.