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The Dynamics of Pre- and Post-purchase Service and Consumer Evaluation of Online Retailers: A Comparative Analysis of Dissonance and Disconfirmation Models

Insu Park, Jeewon Cho, H. Raghav Rao. The Dynamics of Pre- and Post-purchase Service and Consumer Evaluation of Online Retailers: A Comparative Analysis of Dissonance and Disconfirmation Models. Decision Sciences, 46(6):1109-1140, 2015. [doi]

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