Teerada Cattapan; Siwarit Pongsakornrungsilp - In: Cogent business & management 9 (2022) 1, pp. 1-26
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...