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Unravelling Consumer Responses to Omni-Channel Approach
2020
Journal of Theoretical and Applied Electronic Commerce Research
Retailers begin to create new channel systems to meet changing market environments and innovative information technologies. The growing consumer need and market demand for online sales mean that traditional retailers need to create new integration in their distribution system to serve customers through multiple channels. However, building a successful omni-channel system leads to many challenges. The challenges arise from which customer values perceived by customers. The overall understanding
doi:10.4067/s0718-18762020000300104
fatcat:jqcz75hzxrhpzjx2y7dxfoaoly