Ameen, Nisreen; Tarhini, Ali; Shah, Mahmood; Madichie, … - In: Journal of Services Marketing 35 (2020) 3, pp. 325-348
Purpose: The transition from multichannel to omnichannel retailing requires a better conceptualisation, especially for customer experience in smart shopping malls. Therefore, this study aims to propose a theoretical model that captures customers’ omnichannel experiences in smart shopping...