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    Towards the identification of customer experience touch point elements

    247889.pdf (500.0Kb)
    Access Status
    Open access
    Authors
    Stein, A.
    Ramaseshan, Balasubramani
    Date
    2016
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Stein, A. and Ramaseshan, B. 2016. Towards the identification of customer experience touch point elements. Journal of Retailing and Consumer Services. 30: pp. 8-19.
    Source Title
    Journal of Retailing and Consumer Services
    DOI
    10.1016/j.jretconser.2015.12.001
    ISSN
    0969-6989
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/26312
    Collection
    • Curtin Research Publications
    Abstract

    In this paper, the authors identify the elements that encompass customer experience touch points. This research was based on a qualitative research approach, using a sequential incident technique to guide the data collection. An inductive thematic analysis of the semi-structure interview transcripts, collected from customer narratives of experiences with retailers, was employed to identify distinct elements of customer experience touch points. The findings uncovered seven distinct elements of customer experience touch points, which include; atmospheric, technological, communicative, process, employee-customer interaction, customer-customer interaction and product interaction elements. The findings highlight that multichannel retail touch points are made up of varying combinations of the identified elements. The study offers a comprehensive understanding of customer experience; one that will help retailers to orchestrate the customer experience at individual touch points.

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