2021peer-reviewed111 citations
Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior
Xingwen Cui, Qinghong Xie, Jing Zhu, Mahmud Akhter Shareef, M. Awais Shakir Goraya, Muhammad Shakaib Akram
Journal of Retailing and Consumer Services
Concepts
OmnichannelInteractivityOnline and offlineChannel (broadcasting)Value (mathematics)Service (business)BusinessConsistency (knowledge bases)