Ellahi, Abida; Ain, Qurat Ul; Rehman, Hafiz Mudassir; … - In: Cogent business & management 11 (2024) 1, pp. 1-18
omnichannel approach. It specifically explores the impact of process consistency, breadth of the channel service choice …, transparency of the channel service configuration, and content consistency, on customers’ inclination towards alternatives. The … analysis, based on data from 319 customers engaged with various omnichannel brands, revealed that the breadth of channel-service …