The Role of Touchpoints in Shaping Customer Loyalty

Abstract

This study specifically investigates the relationship between touchpoints and customer loyalty through the lens of antecedents like relationship quality and customer satisfaction. Brand-owned and social/external touchpoints have the most positive effects on loyalty formation. Additionally, the research discusses the varying significance of touchpoint stages—prepurchase, purchase, and postpurchase—in loyalty formation, and the purchase stage arises as the key builder of loyalty. Differences between loyalty formed in online and offline en-vironments are examined and contradicting results arise. Both online and offline environments can foster loyalty, but the most recent result is that om-nichannel customers exhibit highest levels of loyalty.