Hsieh, Jung-Kuei - In: Journal of Service Management 28 (2017) 5, pp. 866-883
Purpose The purpose of this paper is to investigate customer loyalty in the online-to-offline (O2O) model by … loyalty reflect the O2O model’s integration of online and offline environments. Practical implications The moderating role of …, marketers can maximize the utility of the O2O model. Originality/value Three emotional factors and two cognitive factors are …