Factors influencing customer selection of omni-channel supermarket retailing: An empirical study in Sri Lanka
Hiruni Poornima Maheepala,
Achini Ann Malinthi Jayawardena,
D.G.N.D. Jayarathna
Abstract:Purpose: This study aims to identify the factors affecting and impacting the Omni channel selection of customers in supermarket retailing, addressing a research gap in this area. Methodology: The researcher conducted an empirical study using a questionnaire distributed among 384 supermarket customers. Factor and regression analyses were performed to determine the influential factors. Results: The study found that risk management, experience and expected performance, security aspects, and customer compatibiliti… Show more
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