Selecting which touchpoints to manage for customer loyalty: an empirical analysis in retail banking

Authors

  • Marco Ieva Postdoctoral Researcher in Marketing
  • Cristina Ziliani Full Professor in Marketing

Abstract

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.

Author Biographies

Marco Ieva, Postdoctoral Researcher in Marketing

Department of Economics and Management, University of Parma

Cristina Ziliani, Full Professor in Marketing

Department of Economics and Management, University of Parma

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Published

2019-03-27

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