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Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry

Building on Social Exchange Theory and Congruity Theory, this study aims to examine the relationships between channel integration quality (i.e., channel-service configuration and integrated interaction) and congruity (i.e., self-brand image congruity and value congruity) towards customer engagement;...

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Bibliographic Details
Main Authors: Phang Ing @ Grace, Ng, Jing En, Fam, Kim-Shyan
Format: Article
Language:English
English
Published: Universiti Malaysia Sarawak 2021
Subjects:
HD9000-9999 Special industries and trades
HM(1)-1281 Sociology
Online Access:https://eprints.ums.edu.my/id/eprint/31975/1/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry.pdf
https://eprints.ums.edu.my/id/eprint/31975/2/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry1.pdf
https://eprints.ums.edu.my/id/eprint/31975/
https://publisher.unimas.my/ojs/index.php/IJBS/article/view/4313
https://doi.org/10.33736/ijbs.4313.2021
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Internet

https://eprints.ums.edu.my/id/eprint/31975/1/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry.pdf
https://eprints.ums.edu.my/id/eprint/31975/2/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry1.pdf
https://eprints.ums.edu.my/id/eprint/31975/
https://publisher.unimas.my/ojs/index.php/IJBS/article/view/4313
https://doi.org/10.33736/ijbs.4313.2021

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