LARIVIÈRE, B.; COOIL, B.; AKSOY, L.; KEININGHAM, T. L. - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2011
Purpose – Although the influence of using multiple channels on customer behavior has been investigated, most of this research has focused on channel behavior within a single company. Customers however frequently have access to multiple providers amongst which they can choose to allocate their...