phygital reality. The interest in the phygital reality market, such as omnichannel retailing integrating physical stores and …

(RSQ) and customer loyalty (CL) in an omnichannel retailing environment. Design/methodology/approach Data comes from … Chinese customers having a return experience in omnichannel retailing that uses the channel type of both buy …-affect-behavior paradigm into the field of return management in omnichannel retailing. Practical implications The findings suggest retailers …