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Given the paucity of studies investigating international channel choice among small business exporters, examines the influence of selected variables on international channel choice decisions of small business exporters in one specific industry. Results of the analysis using the logistic multiple...
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Purpose: The purpose of this paper is threefold: first, to examine the effects of different touch points on customer experience, second, effects of customer experience on loyalty intentions, and actual spend, and third, the moderating role of motivation orientation on these effects....
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