Original paper
Multichannel behaviour in the retail industry: evidence from an emerging market
Volume: 24, Issue: 3, Pages: 242 - 260
Published: Apr 7, 2020
Abstract
With today’s proliferation of channel options, the retail industry should strive to provide a pleasurable experience to customers as they surf across different channels, in order to keep them connected. This study attempts to investigate channel choice in the retail industry in a multichannel environment. It examines the association between three sets of factors namely, psychographic factors, sociodemographic factors and channel experience...
Paper Details
Title
Multichannel behaviour in the retail industry: evidence from an emerging market
Published Date
Apr 7, 2020
Volume
24
Issue
3
Pages
242 - 260
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Notes
History