Touchpoint consistency in a multistakeholder context: A study in the tourism industry
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2018-07-04
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en
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Abstract
This study aims to enlarge the understanding on what touchpoint consistency is in a multi-stakeholder context and what its consequences are. The research question central to this study is the following:"What is touchpoint consistency in a multi-stakeholder context and how does it influences customer experience and customer satisfaction?" A qualitative research with a quantitative element is conducted in the tourism industry to research what touchpoint consistency is and what its consequences are. Investigation into tourists’ customer experience of city trips shows that touchpoint consistency consists of seven dimensions: consistency in sociability, consistency in form of communication towards the customer, consistency in service value, consistency in impression, consistency in service provider identity, consistency in service design and consistency in coordination. This research furthermore shows that touchpoint consistency does not affect customer experience and customer satisfaction. However, the absence of these effects, and especially the absence of the effect of touchpoint consistency on customer satisfaction, should be interpreted with caution as the limited sample size made the data unstable.
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Faculteit der Managementwetenschappen