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- Tác giả: Hoàng Thanh Ngân
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 121 p.
- Tóm tắt: This thesis investigates the impact of omnichannel e-commerce experiences on Generation Z consumers in Ho Chi Minh City's health and beauty sector, confirming that integrated retail environments positively influence both customer satisfaction and loyalty. The findings reveal that while the statistical effects are moderate, a seamless blend of digital and physical touchpoints effectively meets the expectations of young urban shoppers, thereby fostering favorable brand evaluations. Ultimately, the ...
- Từ khóa: Health and beauty market; Generation Z; Customer loyalty; Omnichannel experience
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