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Can't touch this? Conceptualizing the customer touchpoint in the context of omni-channel retailing

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  • Barann, Benjamin
  • Hermann, Andreas
  • Heuchert, Markus
  • Becker, Jörg

Abstract

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.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698920312777
    DOI: 10.1016/j.jretconser.2020.102269
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