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

Jesús Cambra-Fierro, Yolanda Polo-Redondo and Andreea Trifu

Journal of Retailing and Consumer Services, 2021, vol. 61, issue C

Abstract: 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 provider-controlled 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.

Keywords: Customer-firm interactions; Service encounters; Customer touchpoints (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921000862

DOI: 10.1016/j.jretconser.2021.102520

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