Che, Tong; Ji, Meng; Zheng, Xiabing; Feng, Bo - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 1, pp. 190-208
Purpose: The online-to-offline (O2O) business is developing rapidly and is highly popular in many countries. Nevertheless, O2O suffers from a large number of customer complaints that result in consumer loss. Focusing on the O2O context, this study integrates expectation disconfirmation theory...
