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Technology and the internet have changed the Indian retail industry. To better serve customers, retailers are combining the benefits of physical locations with the vast amount of online information. Omnichannel commerce is a unique sales experience that combines the benefits of real venues with...
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The COVID-19 pandemic has hastened the expansion of omnichannel purchasing globally including in Thailand. This quantitative study employs the stimulus-organism-response (S-O-R) framework to investigate the impact of channel integration on increasing customer satisfaction or reducing perceived...
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