Keywords: Customer experience
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The TQM Journal (2018) 30 (5): 444–457.
Published: 16 July 2018
...Marco Ieva; Cristina Ziliani 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...

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