Mendia, J. M. Valdez; Flores-Cuautle, J. J. A. - In: Cogent Business & Management 9 (2022) 1, pp. 1-16
Today's omnichannel business models incorporate physical and digital touchpoints interacting with customers. A hyper-personalization strategy relies on the organization's capability to gather and transform customer data into personalized experiences; therefore, when a hyper-personalization...