Does retail type matter? consumer responses to channel integration in omni-channel retailing
A critical issue faced by marketing practitioners today is orchestrating strategies that provide a smooth consumer experience in an omni-channel environment. The extant literature offers limited guidance on managing the consumer journey in an omni-channel environment across different retail types. U...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Elsevier
2022
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| Online Access: | http://psasir.upm.edu.my/id/eprint/101002/ https://www.sciencedirect.com/science/article/pii/S0969698922000856 |
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