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Keywords: Business-to-business-to-customer(B2B2C)
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Journal Articles
Leveraging the interplay of Internet of Things (IoT) capabilities for achieving customer satisfaction in a B2B2C context: an integrative perspective
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Journal of Business & Industrial Marketing (2024) 39 (11): 2325–2346.
Published: 05 August 2024
... satisfaction is studied using CoCoSo method. Findings The study highlights the importance of IoT capabilities in active resource allocation and effective resource utilization. The findings are enriched through the complementarity of resources in a dynamic business-to-business-to-customer (B2B2C) scenario...
