Written by Nguyen Ha Thach
Published on Issue 3 Vol 14, 2026
Digitalization is reshaping how private dental clinics organize the patient journey, yet the psychological mechanism that converts omnichannel experience into trust and recommendation behavior remains underexplained in emerging markets. This study developed and tested an integrated model grounded in the Stimulus-Organism-Response framework, in which seven omnichannel journey design attributes act as stimuli, three basic psychological need satisfactions specified by self-determination theory (aut
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