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CHAPTER ONE INTRODUCTION The internet, without doubt, has played an important role in digitalizing business processes across companies and organizations of all sizes. It has introduced multiple new channels through which businesses can interact with their customers . A report by Gartner, an Information Technology (IT) research institution, reveals that 70% of all customer interactions will move towards digital, more interactive settings and would be experienced on demand through mediums ...

CHAPTER ONE INTRODUCTION 1.1 Background of the Study The internet, without doubt, has played an important role in digitalizing business processes across companies and organizations of all sizes. It has introduced multiple new channels through which businesses can interact with their customers . A report by Gartner, an Information Technology (IT) research institution, reveals that 70% of all customer interactions will move towards digital, more interactive settings and would be ...