Browsing MINDS@UW Whitewater by Author "Abro, Ahmed bux"

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Relative effects of touchpoint orientation on customer engagement, trust, and loyalty : the role of proactiveness and artificial intelligence-capabilities

Abro, Ahmed bux (University of Wisconsin--Whitewater, 2020-12)

The marketing landscape has grown complex and fragmented due to the growth of digital touchpoints. The proliferation evolves into siloed, depersonalized, and less effective touchpoints, causing discord and broken relationships ...