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

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

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.

Suggested Citation

  • Cambra-Fierro, Jesús & Polo-Redondo, Yolanda & Trifu, Andreea, 2021. "Short-term and long-term effects of touchpoints on customer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    • Handle: RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921000862
    DOI: 10.1016/j.jretconser.2021.102520
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    2. Ayoub Asad & Balawi Ayman, 2022. "A New Perspective for Marketing: The Impact of Social Media on Customer Experience," Journal of Intercultural Management, Sciendo, vol. 14(1), pages 87-103, March.

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