How do multi-touchpoint experience affect consumer satisfaction and behavior : a real-time experience tracking approach

J. Li; U. Konus; E.K. Macdonald; H.N. Wilson; F. Langerak

How do multi-touchpoint experience affect consumer satisfaction and behavior : a real-time experience tracking approach

J. Li, U. Konus, E.K. Macdonald, H.N. Wilson, F. Langerak

Innovation Technology Entrepreneurship and Marketing

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/Congresprocedure › Conferentiebijdrage › Academic › peer review

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A customer experiences various touchpoints during the shopping trip with a brand, (i.e., traditional advertising, online and WOMs). However, it is still unknown how satisfaction and behavior are affected by customers’ instant touchpoint experiences during the shopping process. Therefore we investigate the effects of holistic and real-time touchpoint experiences on satisfaction, and the instant impacts of multiple touchpoints on customer shopping and WOM over time. We apply a new real-time experience tracking method to track experiences from various touchpoints, incl. mass media, direct channels, store, online, publicity and WOM. Our results reveal that the effect of customers’ touchpoint experiences on satisfaction mainly comes from the valences of touchpoints, and not from their volumes. And these effects vary across touchpoints’ types and categories.

Originele taal-2	Engels
Titel	Proceedings of the 44th European Marketing Academy (EMAC) Doctoral Colloquium, 26-29 May 2015, Leuven, Belgium
Redacteuren	L. Warlop, S. Muylle
Plaats van productie	Leuven, Belgium
Uitgeverij	Katholieke Universiteit Leuven
Aantal pagina's	7
Status	Gepubliceerd - 2015
Evenement	44th Annual Conference of the European Marketing Academy (EMAC2015), 26-29 May 2015, Leuven, Belgium - Leuven, België Duur: 26 mei 2015 → 29 mei 2015 http://emac2015.emac-online.org/kuleuvencongres.be/EMAC2015.html

Congres

Congres	44th Annual Conference of the European Marketing Academy (EMAC2015), 26-29 May 2015, Leuven, Belgium
Land/Regio	België
Stad	Leuven
Periode	26/05/15 → 29/05/15
Ander	European Marketing Academy (EMAC) 2015
Internet adres	http://emac2015.emac-online.org/kuleuvencongres.be/EMAC2015.html

Citeer dit

Li, J., Konus, U., Macdonald, E. K., Wilson, H. N., & Langerak, F. (2015). How do multi-touchpoint experience affect consumer satisfaction and behavior : a real-time experience tracking approach. In L. Warlop, & S. Muylle (editors), Proceedings of the 44th European Marketing Academy (EMAC) Doctoral Colloquium, 26-29 May 2015, Leuven, Belgium Katholieke Universiteit Leuven.

@inproceedings{046af7a49ac64798bfd0246fd76cc71d,

title = "How do multi-touchpoint experience affect consumer satisfaction and behavior : a real-time experience tracking approach",

abstract = "A customer experiences various touchpoints during the shopping trip with a brand, (i.e., traditional advertising, online and WOMs). However, it is still unknown how satisfaction and behavior are affected by customers{\textquoteright} instant touchpoint experiences during the shopping process. Therefore we investigate the effects of holistic and real-time touchpoint experiences on satisfaction, and the instant impacts of multiple touchpoints on customer shopping and WOM over time. We apply a new real-time experience tracking method to track experiences from various touchpoints, incl. mass media, direct channels, store, online, publicity and WOM. Our results reveal that the effect of customers{\textquoteright} touchpoint experiences on satisfaction mainly comes from the valences of touchpoints, and not from their volumes. And these effects vary across touchpoints{\textquoteright} types and categories.",

author = "J. Li and U. Konus and E.K. Macdonald and H.N. Wilson and F. Langerak",

year = "2015",

language = "English",

editor = "L. Warlop and S. Muylle",

booktitle = "Proceedings of the 44th European Marketing Academy (EMAC) Doctoral Colloquium, 26-29 May 2015, Leuven, Belgium",

publisher = "Katholieke Universiteit Leuven",

address = "Belgium",

note = "44th Annual Conference of the European Marketing Academy (EMAC2015), 26-29 May 2015, Leuven, Belgium ; Conference date: 26-05-2015 Through 29-05-2015",

url = "http://emac2015.emac-online.org/kuleuvencongres.be/EMAC2015.html",

}

Li, J, Konus, U, Macdonald, EK, Wilson, HN & Langerak, F 2015, How do multi-touchpoint experience affect consumer satisfaction and behavior : a real-time experience tracking approach. in L Warlop & S Muylle (uitgave), Proceedings of the 44th European Marketing Academy (EMAC) Doctoral Colloquium, 26-29 May 2015, Leuven, Belgium. Katholieke Universiteit Leuven, Leuven, Belgium, 44th Annual Conference of the European Marketing Academy (EMAC2015), 26-29 May 2015, Leuven, Belgium, Leuven, België, 26/05/15.

How do multi-touchpoint experience affect consumer satisfaction and behavior : a real-time experience tracking approach. / Li, J.; Konus, U.; Macdonald, E.K. et al.
Proceedings of the 44th European Marketing Academy (EMAC) Doctoral Colloquium, 26-29 May 2015, Leuven, Belgium. uitgave / L. Warlop; S. Muylle. Leuven, Belgium: Katholieke Universiteit Leuven, 2015.

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/Congresprocedure › Conferentiebijdrage › Academic › peer review

TY - GEN

T1 - How do multi-touchpoint experience affect consumer satisfaction and behavior : a real-time experience tracking approach

AU - Li, J.

AU - Konus, U.

AU - Macdonald, E.K.

AU - Wilson, H.N.

AU - Langerak, F.

PY - 2015

Y1 - 2015

N2 - A customer experiences various touchpoints during the shopping trip with a brand, (i.e., traditional advertising, online and WOMs). However, it is still unknown how satisfaction and behavior are affected by customers’ instant touchpoint experiences during the shopping process. Therefore we investigate the effects of holistic and real-time touchpoint experiences on satisfaction, and the instant impacts of multiple touchpoints on customer shopping and WOM over time. We apply a new real-time experience tracking method to track experiences from various touchpoints, incl. mass media, direct channels, store, online, publicity and WOM. Our results reveal that the effect of customers’ touchpoint experiences on satisfaction mainly comes from the valences of touchpoints, and not from their volumes. And these effects vary across touchpoints’ types and categories.

AB - A customer experiences various touchpoints during the shopping trip with a brand, (i.e., traditional advertising, online and WOMs). However, it is still unknown how satisfaction and behavior are affected by customers’ instant touchpoint experiences during the shopping process. Therefore we investigate the effects of holistic and real-time touchpoint experiences on satisfaction, and the instant impacts of multiple touchpoints on customer shopping and WOM over time. We apply a new real-time experience tracking method to track experiences from various touchpoints, incl. mass media, direct channels, store, online, publicity and WOM. Our results reveal that the effect of customers’ touchpoint experiences on satisfaction mainly comes from the valences of touchpoints, and not from their volumes. And these effects vary across touchpoints’ types and categories.

M3 - Conference contribution

BT - Proceedings of the 44th European Marketing Academy (EMAC) Doctoral Colloquium, 26-29 May 2015, Leuven, Belgium

A2 - Warlop, L.

A2 - Muylle, S.

PB - Katholieke Universiteit Leuven

CY - Leuven, Belgium

T2 - 44th Annual Conference of the European Marketing Academy (EMAC2015), 26-29 May 2015, Leuven, Belgium

Y2 - 26 May 2015 through 29 May 2015

ER -

Li J, Konus U, Macdonald EK, Wilson HN, Langerak F. How do multi-touchpoint experience affect consumer satisfaction and behavior : a real-time experience tracking approach. In Warlop L, Muylle S, redacteurs, Proceedings of the 44th European Marketing Academy (EMAC) Doctoral Colloquium, 26-29 May 2015, Leuven, Belgium. Leuven, Belgium: Katholieke Universiteit Leuven. 2015

How do multi-touchpoint experience affect consumer satisfaction and behavior : a real-time experience tracking approach

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