Can't Touch This? Conceptualizing the Customer Touchpoint in the Context of Omni-Channel Retailing

Barann Benjamin, Hermann Andreas, Heuchert Markus, Becker Jörg


Zusammenfassung
Due to the rise of omni-channel management, the customer touchpoint concept has become more important. However, research lacks a common understanding of this concept. This article addresses this research gap by conceptualizing the customer touchpoint following the design science research paradigm. As a result, an overview of the constructs and their respective properties, as well as their possible manifestations that collectively define the customer touchpoint, is provided. The conceptualization has implications for researchers and practitioners alike as it comes as a tool to design and evaluate touchpoints in the field as well as to provide fertile soil for future research.

Schlüsselwörter
Omni-Channel; Retail; Channel Management; Touchpoint; Conceptualization



Publikationstyp
Aufsatz (Zeitschrift)

Begutachtet
Ja

Publikationsstatus
Veröffentlicht

Jahr
2020

Fachzeitschrift
Journal of Retailing and Consumer Services

Band
In Print

Seiten
1-11

DOI

Gesamter Text