Review paper
Reconceptualizing Integration Quality Dynamics for Omnichannel Marketing
Abstract
Omnichannel marketing, the notion of seamless integration between channels to provide consistent service experience for customers, has become one of the most crucial aspects of multichannel management for companies in recent years. Although many companies have embraced omnichannel strategies, there remains a gap of understanding factors influencing integration quality (INQ) within all these channels. Drawing on omni and multi channel services...
Paper Details
Title
Reconceptualizing Integration Quality Dynamics for Omnichannel Marketing
Published Date
May 1, 2020
Volume
87
Pages
225 - 241
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