Xuan, Quynh Tran; Truong, Hanh T.H.; Quang, Tri Vo - In: Cogent Business & Management 10 (2023) 2, pp. 1-25
Omnichannel retailing is regarded as an emerging trend in banking. The purpose of this study is to analyze the potential effects of omnichannel retailing properties on customer experience and brand loyalty; it further explores the moderating role of transaction channels. Its centrality has been...
