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Keywords: Customer citizenship behaviour
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2024) 28 (1): 98–122.
Published: 27 October 2023
...Suha Fouad Salem; Alshaimaa Bahgat Alanadoly Purpose This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads...
