Journal title MERCATI & COMPETITIVITÀ
Author/s Marco Ieva, Cristina Ziliani
Publishing Year 2019 Issue 2019/1 Language English
Pages 16 P. 39-54 File size 0 KB
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Customer Experience develops through a journey of touchpoints. However, little is known on the role of touchpoints in contributing to customer loyalty, which is the final aim of Customer Experience Management. This study provides an examination of the relative and moderating role of frequency and positivity of exposure to more than twenty touchpoints and their interplay in contributing to customer loyalty. An online survey on more than three thousand consumers is run with reference to retail banking. Results show that only a small number of touchpoints is significantly related to customer loyalty. Findings point companies’ attention to invest their efforts in managing both the frequency and positivity of specific touchpoints.
Marco Ieva, Cristina Ziliani, Selecting which touchpoints to manage for customer loyalty: an empirical analysis in retail banking in "MERCATI & COMPETITIVITÀ" 1/2019, pp 39-54, DOI: 10.3280/mc1-2019oa7625