The interplay between customer experience and customer loyalty: Which touchpoints matter?

Marco Ieva, Cristina Ziliani


Purpose. The explosion in the number of different touchpoints is putting pressure on companies to design omni-channel Customer Experiences (CE) aimed at achieving long-term customer loyalty. This work aims to provide a holistic examination of the relative importance of twenty-four touchpoints in contributing to customer loyalty to mobile service operators.

Methodology. Data were collected by means of a survey on almost six thousand subjects belonging to the Nielsen consumer panel. Two OLS regression models with clustered standard errors estimate the relationship between touchpoint exposure - measured in terms of reach and positivity (the quality of the experience with touchpoints) - and customer loyalty.

Findings. Reach has a significant relationship with customer loyalty as far as eight touchpoints are concerned. Positivity contributes to customer loyalty as far as nine touchpoints are concerned.

Practical implications. Results provide guidance for services providers on how to improve their Customer Experience Management by allocating investment across touchpoints

Originality/value.  This study addresses two relevant research gaps. First, most studies focus on single or a few touchpoints (Lemon and Verhoef, 2016).  Second, no studies focus on the relative contribution of touchpoints with respect to customer loyalty (Homburg et al., 2017).


customer experience; touchpoints; customer journey; customer loyalty; consumer services

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