Can't touch this? Conceptualizing the customer touchpoint in the context of omni-channel retailing

Benjamin Barann, Andreas Hermann, Markus Heuchert and Becker, Jörg

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: Due to the rise of omni-channel management, the customer touchpoint concept has become more important. However, research lacks a common understanding of this concept. This article addresses this research gap by conceptualizing the customer touchpoint following the design science research paradigm. As a result, an overview of the constructs and their respective properties, as well as their possible manifestations that collectively define the customer touchpoint, is provided. The conceptualization has implications for researchers and practitioners alike as it comes as a tool to design and evaluate touchpoints in the field as well as to provide fertile soil for future research.

Keywords: Omni-channel; Retail; Channel management; Touchpoint; Conceptualization (search for similar items in EconPapers)
Date: 2022
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:65:y:2022:i:c:s0969698920312777

DOI: 10.1016/j.jretconser.2020.102269

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