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Keywords: Omnichannel selection intention
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (8): 1633–1650.
Published: 13 September 2024
... intention, with satisfaction playing a mediating role in the relationships of omnichannel service convenience, shopping value and channel congruence with omnichannel selection intention. Originality/value This study contributes to the literature on omnichannel customer behaviour by shedding light...
