GENERATION Y MULTICHANNEL BEHAVIOUR FOR COMPLEX SERVICES

dc.contributor.author	PHANG ING, GRACE
dc.contributor.author	Zaiton, Osman
dc.date.accessioned	2024-10-03T01:31:31Z
dc.date.available	2024-10-03T01:31:31Z
dc.date.issued	2024-01-30
dc.identifier.uri	http://oer.ums.edu.my/handle/oer_source_files/2826
dc.description.abstract	Explore how Generation Y, the influential Millennials, shapes business strategies, particularly in complex services like insurance. Discover their unique decision-making pathways, driven by social factors and digital fluency. Gain insights into their multichannel approach, influenced by peers, social networks, and traditional marketing. This research provides a comprehensive understanding of Generation Y's preferences, influencers, and decision-making processes, which are crucial for businesses aiming to succeed in today's dynamic market.	en_US
dc.language.iso	en	en_US
dc.publisher	UMS	en_US
dc.subject	multichannel	en_US
dc.subject	complex services	en_US
dc.subject	social factors	en_US
dc.subject	digital fluency	en_US
dc.title	GENERATION Y MULTICHANNEL BEHAVIOUR FOR COMPLEX SERVICES	en_US
dc.type	Working Paper	en_US