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

被引：8
|
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
收藏
页数：10
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