Customer Engagement and Loyalty Issues in Omnichannel Fast-Food Industry
Building on Social Exchange Theory and Congruity Theory, this study aims to examine the relationships between channel integration quality (i.e., channel-service configuration and integrated interaction) and congruity (i.e., self-brand image congruity and value congruity) towards customer engagement;...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Universiti Malaysia Sarawak
2021
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/31975/1/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry.pdf https://eprints.ums.edu.my/id/eprint/31975/2/Customer%20Engagement%20and%20Loyalty%20Issues%20in%20Omnichannel%20Fast-Food%20Industry1.pdf https://eprints.ums.edu.my/id/eprint/31975/ https://publisher.unimas.my/ojs/index.php/IJBS/article/view/4313 https://doi.org/10.33736/ijbs.4313.2021 |
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