Transitioning from Multichannel to Omnichannel Customer Experience in Service-Based Companies: Challenges and Coping Strategies
Omnichannel as a strategy has long been associated with retailing, but service-based organizations have been increasingly embracing it with the help of digital technologies. Moving from a multichannel to an omnichannel service-based organization is a challenge per se; we aim to add to the discussion...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-03-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/17/2/21 |