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Keywords: Multichannel
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Journal Articles
International Journal of Bank Marketing (2019) 37 (5): 1253–1274.
Published: 13 March 2019
...Rafael Bravo; Eva Martínez; José Miguel Pina Purpose This paper focuses on the multichannel strategy in the banking sector and its effects on customer engagement. Specifically, the purpose of this paper is to propose a model in which customers’ perceptions of offline and online channels...
