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Keywords: Customer delight
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Journal Articles
Augmented reality (AR) marketing, customer experiences and customer delight in soft drinks: an empirical study
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2026) 38 (4): 1044–1060.
Published: 25 July 2025
...Quan Phan Nguyen Anh; Long Hoang; Duc Nguyen Van Purpose With novel application of situated cognition theory (SCT) in interactive marketing and customer behavior, this study is conducted to investigate the effect of augmented reality (AR) marketing on customer delight in the soft drinks market...
Journal Articles
Automated service quality as a predictor of customers' commitment: A practical study within the UAE retail banking context
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Asia Pacific Journal of Marketing and Logistics (2011) 23 (3): 346–366.
Published: 14 June 2011
... of automated service factors to customer delight, trust, and commitment was examined. The paper then proposed a conceptual model of the relationship between automated factors, customer delight, trust, and commitment within the UAE banking context. A survey was designed and data collected through the mall...
