Mainardes, Emerson Wagner; Rosa, Carlos Anderson de Moura; … - In: International Journal of Bank Marketing 38 (2020) 4, pp. 799-822
Purpose: Supported by the omnichannel strategy, the objective of this study is to identify the influence of integrated interaction quality and perceived fluency of service channels on attitudinal loyalty in the banking sector and to test the mediating effect of positive affect in these...