Sachdev, Harash; Sauber, Matthew H. - In: Cogent business & management 10 (2023) 3, pp. 1-17
, trust, and loyalty. Survey data help articulate brand comparison, digital interactions, and shopping experience as customer … experience, builds consumer trust, and improves loyalty. The study displays how customer trust mediates the effect of employee … identification and retailer adaptability on customer loyalty while digital interaction mediates the effect of brand comparison on …