Short-term and long-term effects of touchpoints on customer perceptions

被引：6

作者：

Cambra-Fierro, Jesus ^{[1
]}

Polo-Redondo, Yolanda ^{[2
]}

Trifu, Andreea ^{[2
]}

机构：

[1] Univ Pablo de Olavide, Dept Business & Mkt, Fac Business, Seville, Spain

[2] Univ Zaragoza, Fac Econ & Business, Dept Mkt, Zaragoza, Spain

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2021年 / 61卷

关键词：

Customer-firm interactions; Service encounters; Customer touchpoints; SERVICE QUALITY; EXPERIENCE MANAGEMENT; IMPACT; PERFORMANCE; ENGAGEMENT; CONTEXT; MODEL; ATTRACTIVENESS; MOTIVATIONS; PREFERENCES;

D O I：

10.1016/j.jretconser.2021.102520

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Recent literature highlights the importance of touchpoints, yet fails to test empirically their long-term effects on essential customer perceptions. This study assesses the short- and long-term impacts of different providercontrolled touchpoints on firm expertise, service reliability and service excellence. A random panel dataset of more than 2,000 customers over five years is used to test the proposed model. The results confirm that sales force and product are crucial for long-term customer perceptions, while the effect of consulting, tangibles and standardized contacts is weaker over time. The findings of this managerial-oriented study reveal how the effectiveness of touchpoints changes over time.

引用

页数：10

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