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

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.

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



Publication type
Forschungsartikel (Zeitschrift)

Peer reviewed
Yes

Publication status
Published

Year
2020

Journal
Journal of Retailing and Consumer Services

Volume
65

Pages range
1-11

Language
English

ISSN
0969-6989

DOI

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