Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyalty

Employee–customer identification: Effect on Chinese online shopping experience, trust, and loyalty

AbstractThis study investigates Chinese consumers’ interaction with retail employees and the effects on shopping experience, trust, and loyalty. Survey data help articulate brand comparison, digital interactions, and shopping experience as customer-identification change agents. A structural equation...

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Bibliographic Details
Main Authors: Harash Sachdev, Matthew H. Sauber
Format: Article
Language:English
Published: Taylor & Francis Group 2023-12-01
Series:Cogent Business & Management
Subjects:
employee–customer identification
Chinese online shopping experience
social identity shopping behavior
consumer trust
loyalty
digital interaction
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2023.2275369

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