Purpose: The purpose of this paper is to identify the patterns of customer exposure to touchpoints by segmenting consumers based on the frequency of their exposure, and to understand the relationship of patterns of exposure with customer loyalty intentions (relationship commitment,...

Purpose: The explosion in the number of touchpoints is putting pressure on companies to design omnichannel customer experiences aimed at achieving long-term customer loyalty. The purpose of this paper is to examine the relative importance of 24 touchpoints in contributing to customer loyalty...

Purpose: This paper analyses how the purchase channel and customer complaint goals affect the sequential choice of post–purchase complaint channels when customers experience a service failure followed by a service recovery failure (double deviation). Design/methodology/approach: An online...