The paradigm shift towards omnichannel approaches represents an ongoing fundamental
change and a key metamorphic process taking place within the fields of retail marketing and …

This study aims to create a unified customer experience across in-store and online channels
through an academic-practice collaboration. To achieve this goal, the study focuses on …

Purpose Despite the increasing relevance of seamless shop** experience in an
omnichannel context, research on how seamless shop** experience affects customers' …

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 …

Advances in new technologies have disrupted the business environment with increased
access to information and communication tools that cause a shift from traditional brick-and …

Although channel consistency and seamlessness have been regarded as two critical factors
in conducting omnichannel business, their combined effect has yet to be revealed. By …

This study investigates what drives consumer engagement in online-only omnichannel
commerce, a topic often overlooked in favor of online-offline channel integration. Using both …

The rise of digital technology has revolutionized marketing strategies for contemporary firms,
requiring them to adapt to the dynamic digital landscape. This chapter explores the profound …

The rise of Fintech and Bigtech firms have significantly contributed to growth in financial
services in Southeast Asia; being further boosted by open finance initiatives instituted by …

The adoption of omnichannel interaction services in health care can bring significant
benefits to both health care institutions and their patients. The ongoing health pandemic …