Digitalization in B2B marketing: omnichannel management from a PLS-SEM approach

Article

Abstract: Purpose: The purpose of this paper is to establish a reference model that will allow us to understan

Palabras claves:

Business-to-business, Customer experience, Customer loyalty, Digitalization, Industrial buyer, Industrial purchasing, Loyalty, Omnichannel management

Autores:

Alonso-Garcia J., Cuesta-Valiño P., Estela Núñez-Barriopedro, Pablo-Martí F.

Fuentes:

scopus