Klein, Jan F.; Zhang, Yuchi; Falk, Tomas; Aspara, Jaakko; … - In: Journal of Service Management 31 (2020) 3, pp. 489-508
Purpose: In the age of digital media, customers have access to vast digital information sources, within and outside a company's direct control. Yet managers lack a metric to capture customers' cross-media exposure and its ramifications for individual customer journeys. To solve this issue, this...