IDEAS home Printed from https://ideas.repec.org/a/fan/mcmcmc/vhtml10.3280-mc1-2019oa7625.html
   My bibliography  Save this article

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

Author

Listed:
  • Marco Ieva
  • Cristina Ziliani

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.

Suggested Citation

  • Marco Ieva & Cristina Ziliani, 2019. "Selecting which touchpoints to manage for customer loyalty: an empirical analysis in retail banking," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2019(1), pages 39-54.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7625
    as

    Download full text from publisher

    File URL: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63739&Tipo=ArticoloPDF
    Download Restriction: Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Zahay, Debra & Peltier, James & Schultz, Don E. & Griffin, Abbie, 2004. "The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 3-18, March.
    2. Isabelle Brun & Lova Rajaobelina & Line Ricard & Bilitis Berthiaume, 2017. "Impact of customer experience on loyalty: a multichannel examination," The Service Industries Journal, Taylor & Francis Journals, vol. 37(5-6), pages 317-340, April.
    3. Stein, Alisha & Ramaseshan, B., 2016. "Towards the identification of customer experience touch point elements," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 8-19.
    4. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    5. Arnold, Mark J. & Reynolds, Kristy E., 2009. "Affect and Retail Shopping Behavior: Understanding the Role of Mood Regulation and Regulatory Focus," Journal of Retailing, Elsevier, vol. 85(3), pages 308-320.
    6. Srivastava, Mala & Kaul, Dimple, 2016. "Exploring the link between customer experience–loyalty–consumer spend," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 277-286.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lova Rajaobelina & Isabelle Brun & Sandrine Prom Tep & Manon Arcand, 2018. "Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 141-152, December.
    2. Pekovic, Sanja & Rolland, Sylvie, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    3. Cachero-Martínez, Silvia & Vázquez-Casielles, Rodolfo, 2021. "Building consumer loyalty through e-shopping experiences: The mediating role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Shahid, Shadma & Islam, Jamid Ul & Malik, Shehla & Hasan, Uzma, 2022. "Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Rather, Raouf Ahmad & Hollebeek, Linda D., 2021. "Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Benjamin Barann & Jan H. Betzing & Marco Niemann & Benedikt Hoffmeister & Jörg Becker, 2022. "Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 523-545, June.
    7. Banik, Shanta & Gao, Yongqiang, 2023. "Exploring the hedonic factors affecting customer experiences in phygital retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    8. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    9. Silvia Cachero-Martínez & Rodolfo Vázquez-Casielles, 2018. "Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency," Administrative Sciences, MDPI, vol. 8(4), pages 1-21, November.
    10. Cambra-Fierro, Jesús & Gao, Lily (Xuehui) & Melero-Polo, Iguácel & Trifu, Andreea, 2021. "How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    11. Flacandji, Michaël & Krey, Nina, 2020. "Remembering shopping experiences: The Shopping Experience Memory Scale," Journal of Business Research, Elsevier, vol. 107(C), pages 279-289.
    12. Lundin, Lisa & Kindström, Daniel, 2023. "Digitalizing customer journeys in B2B markets," Journal of Business Research, Elsevier, vol. 157(C).
    13. Sara Amoroso, 2020. "Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(1), pages 100-100, March.
    14. Li, Xi & Dahana, Wirawan Dony & Ye, Qiongwei & Peng, Luluo & Zhou, Jiaying, 2021. "How does shopping duration evolve and influence buying behavior? The role of marketing and shopping environment," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    15. Klaus, Phil & Kuppelwieser, Volker G. & Heinonen, Kristina, 2023. "Quantifying the influence of customer experience on consumer share-of-category," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    16. Lily (Xuehui) Gao & Evert Haan & Iguácel Melero-Polo & F. Javier Sese, 2023. "Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 334-371, March.
    17. Barann, Benjamin & Hermann, Andreas & Heuchert, Markus & Becker, Jörg, 2022. "Can't touch this? Conceptualizing the customer touchpoint in the context of omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    18. Siqueira, Jose Ribamar & ter Horst, Enrique & Molina, German & Losada, Mauricio & Mateus, Marelby Amado, 2020. "A Bayesian examination of the relationship of internal and external touchpoints in the customer experience process across various service environments," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    19. Wetzels, Ruud W.H. & Klaus, Philipp “Phil†& Wetzels, Martin, 2023. "There is a secret to success: Linking customer experience management practices to profitability," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    20. Molinillo, Sebastian & Navarro-García, Antonio & Anaya-Sánchez, Rafael & Japutra, Arnold, 2020. "The impact of affective and cognitive app experiences on loyalty towards retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7625. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stefania Rosato (email available below). General contact details of provider: http://www.francoangeli.it/riviste/sommario.aspx?IDRivista=210 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.