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Keywords: Customer experience consistency
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–15.
Published: 02 January 2026
...Wei Gao; Ning Jiang; Qingqing Guo Purpose Drawing on resource orchestration theory, this study aims to explore how omnichannel orchestration activities (involving digital technologies, channel integration and personalization) influence customer experience consistency in the omnichannel context...
