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Keywords: Digital communication
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Journal Articles
Digital signage and its dual role in customer experience: a grounded theory approach in hospital context
Open Access
Journal:
IIMT Journal of Management
IIMT Journal of Management (2026) 3 (1): 74–92.
Published: 26 February 2026
... and undermines CX . Addressing these gaps is crucial to developing effective, customer-centered digital communication strategies in hospitals. To investigate these issues, the present study employs a qualitative, interpretive approach using grounded theory (GT) (Glaser and Strauss, 2017), which allows...
Includes: Supplementary data
