… 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 …

… in brand consideration of six broad touchpoints: brand advertising; … other customers).
Second, we examine the roles of both … We begin with these main results, focusing primarily on …

… They assess the organization's readiness for changing key customer touchpoints and
then rally the relevant participants around those moves that will yield good results quickly. …

… relevance between brand experience and customers’ contributions to the brand. … touchpoints
increase brand experience? Does brand experience have a positive impact on customers’ …

… customer-provider service touchpoints impact business customer perceptions and outcomes
… path for different service touchpoints between business customers and service providers – …

… ’s view of the business can prompt a downpour of negative consequences, from customer
defection and dramatically higher call volumes to lost sales and lower employee morale. In …

… to better organize the activity of the company and how to plan interactions with customers. …
product, as our results show that this will influence other customer perceptions across time. …

… experience and word of mouth, the current research goes further by considering switching
costs as an important relational outcome of the customer–bank relationship. In addition, the …

… brand touchpoints had a direct effect on customer brand engagement, neither traditional nor
digital post-purchase brand touchpoints … results showed that traditional brand touchpoint …

… -term customer loyalty. The purpose of this paper is to examine the relative importance of 24
touchpoints in contributing to customer … The results of this study reveal that it is important to …