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Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda

Business

Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda

P. Senachai and P. Julagasigorn

This study, conducted by Prarawan Senachai and Puthipong Julagasigorn, explores how retail mix instruments influence customer perceived value and engagement in the FMCG sector in a post-COVID-19 context. Discover a new framework revealing 12 retail mix instruments that affect customer perceptions and behaviors, aiming to enhance engagement strategies for retailers.

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