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Keywords: Expectation confirmation theory
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (5): 1277–1307.
Published: 12 August 2025
... in the customer journey is the absence of a reliable measurement for TBD. This paper addresses conceptual clarity on TBD in the customer journey, grounded on expectation confirmation theory. Next, scales for technology breadth in the customer journey (TBCJ) and technology depth in the customer journey (TDCJ...
