Barann, Benjamin; Betzing, Jan H.; Niemann, Marco; … - In: Electronic Markets 32 (2020) 2, pp. 523-545
E-commerce has embraced the digital transformation and innovated with e-service touchpoints to improve customers’ experiences. Now some traditional, less-digitalized brick and mortar (BaM) retailers are starting to counteract the increasing competition by adopting digital touchpoints. However,...