A value-driven touchpoints strategy for managing the customer experience process

Abstract

Purpose

Managers use several touchpoints to provide a positive experience for customers in an experience economy. Past studies ignored how the touchpoints complement one another in creating synergy, even though this issue has tremendous managerial implications. This research paper aims to examine the role of a set of value-driven touchpoints' in providing and managing the customer experience.

Design/methodology/approach

Four hypotheses were formulated concerning the relationship between various value-driven touchpoints and the consumer experience. Data were collected from 360 respondents, and an econometric model was fitted to the data.

Findings

The results showed that touchpoints representing economical, functional, informational and convenient values impact the customer experience and complement one another.

Practical implications

The findings of this study should assist managers in framing a customer-facing strategy for providing a positive experience to customers.

Originality/value

Using primary data and an econometric model, this research extends the theory on the relationship between value-driven touchpoints and customer experience, hence, adding value to the existing corpus of marketing literature.

Citation

Baidya, M., Maity, B. and Goswami, S. (2023), "A value-driven touchpoints strategy for managing the customer experience process", Business Process Management Journal, Vol. 29 No. 7, pp. 2147-2166. https://doi.org/10.1108/BPMJ-02-2023-0093