Towards the identification of customer experience touch point elements
Embargo Lift Date
MetadataShow full item record
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.
Showing items related by title, author, creator and subject.
Stein, Alisha Sarah (2015)We have now entered into the age of the customer, a time where competing through traditional methods is no longer valid; it is the customer experience that is crucial to gaining a competitive advantage. Despite the ...
Dixon, John O. (2000)This study crafts a schema for understanding the relationship between what organisations say they do and the way they operationalise what they think: the premise-to-received practice. The study navigates its way through ...
Issa, Tomayess (2014)© Springer International Publishing Switzerland 2014.The purpose of advertising on the Internet is to promote and sell products, services and information around the world. This media is considered a quick access to ...