Orchestrating service brand touchpoints and the effects on relational outcomes
ISSN: 0887-6045
Article publication date: 30 October 2018
Issue publication date: 5 November 2018
Abstract
Purpose
This research aims to identify critical brand touchpoints that generate value for customers and brands and examine their effects on two relational outcomes: relationship quality and word of mouth (WOM).
Design/methodology/approach
Three studies combining qualitative and quantitative research provide evidence distinguishing four different stages of customer experience in the telecom industry and develop a research model of staged customer experience; structural equation modeling analyses are used to validate the proposed model and test for the examined effects.
Findings
Customer experience in the telecom industry consists of four related but distinct stages (i.e. pre-touch, in-touch, post-touch and service failure) and these stages have direct and indirect effects on WOM. Furthermore, the effects of customer experience stages on WOM are partially mediated by relationship quality.
Research limitations/implications
The research model introduced here will allow academics and practitioners to focus their efforts on important touchpoints that influence relationship quality and WOM. Future research should examine the proposed model of staged customer experience in different applications and industries.
Practical implications
A common myth among marketers is that firms should design a painless experience if they want a superior market position. While avoiding a drain on financial resources, the prime objective should be to provide a holistic customer experience that is valuable to customers and the brand alike. Marketers should disregard touchpoints and stages that do not provide noticeable value.
Originality/value
This research answers the call for a more appropriate model to elucidate the factors that link customer experience with relational outcomes.
Keywords
Acknowledgements
This work was supported by Kuwait University, Research Grant No. [IM01/16].
Citation
Sultan, A.J. (2018), "Orchestrating service brand touchpoints and the effects on relational outcomes", Journal of Services Marketing, Vol. 32 No. 6, pp. 777-788. https://doi.org/10.1108/JSM-12-2016-0413
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited