Ellahi, Abida; Ain, Qurat Ul; Hafiz Mudassir Rehman; … - In: Cogent business & management 11 (2024) 1, pp. 1-18
omnichannel approach. It specifically explores the impact of process consistency, breadth of the channel service choice …, transparency of the channel service configuration, and content consistency, on customers’ inclination towards alternatives. The …-service choice and process consistency emerged as the most influential factors. These factors contribute significantly to reducing …