Keywords: Customer experience innovation
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2019) 31 (2): 327–343.
Published: 20 February 2019
...Yan Chi Tiffany Tivasuradej; Nam Pham Purpose The purpose of this paper is to provide a broad preliminary overview and critical viewpoint on the current state of customer experience innovation and strategy in Thailand. Design/methodology/approach This paper outlines and critically analyses...

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