Customer Experience (CeX) and Brand Switching Behavior (BsB) of customers play an important role in the market performance of brands. The underlying relationship between these two constructs to shed light into the success factors in the contemporary consumer markets. This study aimed to:(1)...

The perception of consumers related to the benefits of using online channels for shopping is an important factor in the determination of their intention to shop online. This study aims to contribute to the current literature by:(1) shedding light into the nature and extent of the relationship...

Purpose: The Internet revolution has radically changed the means of conducting business all over the world in the past few decades. The digital medium enables consumers worldwide to shop online through B2C e-commerce websites in a convenient manner. Online websites com pete to provide a...