pbPart 1 The question of marketspace and marketplacebp pb bp p1. The key drivers of perceived omnichannel service qualityp pbElena Patten, bbMacromedia University of Applied Sciences, bb bbGermanybp The complexity of the customer journey has increased tremendously in the context of e-commerce because customers use various touchpoints at different channels when interacting with a retailer. This book chapter aims to investigate the concept of integration in omnichannel retailing by considering the different elements of the retail mix. Furthermore, it will elaborate the key drivers of perceived omnichannel service quality.pp pb bp 2. Omnichannel and brand equity a new balance of sustainable competitive advantagepp pbClaudio Becagli, University of Florence, Italybp Fashion retailing has recently been characterised by considerable changes. Many of the changes are industry-specific but many others come from the external environment, such as economic and technological development. These force