Does retail type matter? consumer responses to channel integration in omni-channel retailing

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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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Bibliographic Details
Main Authors:	Lim, Xin-Jean, Cheah, Jun-Hwa, Dwivedi, Yogesh K., Richard, James E.
Format:	Article
Published:	Elsevier 2022
Online Access:	http://psasir.upm.edu.my/id/eprint/101002/

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