Investing the customer journey and the impact of online and offline touchpoints on brand loyalty in the context of a UK retailer

Poorrezaei, M. ORCID: 0000-0002-0725-3209, Pich, C. ORCID: 0000-0003-1259-2827 and Resnick, S. ORCID: 0000-0002-4471-7594, 2019. Investing the customer journey and the impact of online and offline touchpoints on brand loyalty in the context of a UK retailer. In: 2019 European Association for Education and Research in Commercial Distribution (EAERCD) 20th Annual Conference, Zaragoza, Spain, 2-4 July 2019.

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Abstract

Improving the customer experience has recently gained the attention of both scholars and practitioners. However,
there has been limited research to date identifying how different touchpoints throughout the customer journey contribute to the overall experience and generate brand loyalty. Using a retail setting and adopting a mixed method research approach, this study will explore this journey and measure the impact of the touchpoints. The research is structured into two phases. Phase 1 involves focus group discussions, which will explore the customer touchpoints across a retailer's in-store and online channels and identify how the experiences along the touchpoints influence customer loyalty to the retailer brand. The second phase will measure the importance of the touchpoints. The initial findings from Phase 1 revealed that in an in-store setting, characteristics such as atmospherics, staff, and store signposting create a positive customer experience, while coherent content and navigation create experience online. These early findings suggest that a seamless shopping experience, both from channel to channel and within the specific channel, is key to driving customer loyalty.

Item Type:	Conference contribution
Creators:	Poorrezaei, M., Pich, C. and Resnick, S.
Date:	July 2019
Divisions:	Schools > Nottingham Business School
Record created by:	Linda Sullivan
Date Added:	17 Jun 2019 11:37
Last Modified:	17 Jun 2019 11:37
URI:	https://irep.ntu.ac.uk/id/eprint/36828

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