Autori
Ziliani, Cristina
Ieva, Marco

Titolo
Selecting which touchpoints to manage for customer loyalty: an empirical analysis in retail banking
Periodico
Mercati e competitività
Anno: 2019 - Fascicolo: 1 - Pagina iniziale: 39 - Pagina finale: 54

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.



SICI: 1826-7386(2019)1<39:SWTTMF>2.0.ZU;2-A
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63739&Tipo=Articolo PDF

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