The integration of technology in business strategy increases the complexity of marketing
communications and urges the need for advanced marketing performance analytics. Rapid …

This article provides a systematic review of the extensive and fragmented literature focused
on Digital Transformation (DT) and marketing by identifying the main themes and …

Due to the rise of omni-channel management, the customer touchpoint concept has become
more important. However, research lacks a common understanding of this concept. This …

E-commerce has embraced the digital transformation and innovated with e-service
touchpoints to improve customers' experiences. Now some traditional, less-digitalized brick …

In high street retail, abundant research has focused on conceptualizing, empirically
investigating, and improving customer experience at touchpoints throughout the customer …

Customer experience has become the main differentiator for competition in the digital age.
Customer Journey Mapping (CJM) is a technique that aims to understand the customer's …

In an increasingly digital world characterized by the rise of web 5.0, mobile internet, and
broadband, companies find themselves in a process of profound adaptation. The different …

To provide a seamless customer experience across different channels, researchers and
practitioners have proposed the creation of an omnichannel retailing environment by …

The retail industry is continuously changing. Now, the digital transformation is yet again
changing the way how retailers operate their business. After the introduction of different …

Most of organizations are increasingly investing huge amounts of money today in order to
have the right digital capabilities required for their industry. The area where organisations …