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What is Proximity in Omnichannel Customer Experience about?

This document summarizes a research paper that proposes using the concept of proximity to measure customer experience in omnichannel service delivery and communications. It argues that successful omnichannel strategies should build proximity across all touchpoints. The document reviews literature on omnichannel marketing, customer experience, and proximity. It then proposes integrating these concepts using a service logic perspective, which views interactions between actors. This would provide a new theoret

Author

LM 165

Language

EN