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Keywords: Latent class cluster analysis
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Journal Articles
Mapping touchpoint exposure in retailing: Implications for developing an omnichannel customer experience
Available to Purchase
International Journal of Retail & Distribution Management (2018) 46 (3): 304–322.
Published: 27 March 2018
..., by means of a latent class cluster analysis, while considering the role of demographic characteristics. Afterwards, loyalty intentions variables were regressed on the resulting customer segments. Findings Based on the touchpoint exposure, six customer segments emerge. The main differences across...
