Towards the identification of customer experience touch point elements

Alisha Stein and B. Ramaseshan

Journal of Retailing and Consumer Services, 2016, vol. 30, issue C, 8-19

Abstract: In this paper, the authors identify the elements that encompass customer experience touch points. This research was based on a qualitative research approach, using a sequential incident technique to guide the data collection. An inductive thematic analysis of the semi-structure interview transcripts, collected from customer narratives of experiences with retailers, was employed to identify distinct elements of customer experience touch points. The findings uncovered seven distinct elements of customer experience touch points, which include; atmospheric, technological, communicative, process, employee–customer interaction, customer–customer interaction and product interaction elements. The findings highlight that multichannel retail touch points are made up of varying combinations of the identified elements. The study offers a comprehensive understanding of customer experience; one that will help retailers to orchestrate the customer experience at individual touch points.

Keywords: Customer experience; Touch points; Retail channels; Sequential incident technique (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (44)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:30:y:2016:i:c:p:8-19

DOI: 10.1016/j.jretconser.2015.12.001

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