"Omnichannel management capabilities in international marketing: the ef" by Shahriar Akter, Mujahid Mohiuddin Babu et al.
Purpose: The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity. Design/methodology/approach: Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling. Findings:...
Source: uow.edu.au