Please do not disturb: the effect of Zero-Contact Marketing on Korean consumers' decision-making process

Purpose This study examines the effectiveness of Zero-Contact Marketing that minimizes contact between employees and consumers in marketplaces by adopting an integrated research framework of motivation theory, servicescape model and the theory of reasoned action (TRA). Design/methodology/approach This study randomly collected 314 respondents through an online survey in May 2020 in South Korea. Structural equation modeling (SEM) assessed the...