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Customer Journey Analysis: Insights From a Quantitative Approach on Consumer Behavior Across Touch points
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Author(s): Mahima Dogra (Noida Institute of Engineering and Technology, Greater Noida India), Pawan Kumar (Graphic Era University, Dehradun, India)and Chahat Sahni (Graphic Era University, Dehradun, India)
Copyright: 2026
Pages: 22
Source title:
Harnessing AI for Point-of-Sale Optimization
Source Author(s)/Editor(s): Nozha Erragcha (University of Jendouba, Tunisia)and Maher Toukabri (Northern Border University, Saudi Arabia & University of Jendouba, Tunisia & Laboratory ARBRE, University of Tunis, Tunisia)
DOI: 10.4018/979-8-3373-4392-1.ch005
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Abstract
This study examines the influence of touchpoint frequency, message consistency, and response time on consumer decision-making, offering valuable insights for businesses aiming to enhance customer engagement. A total of 268 respondents were surveyed using a stratified random sampling technique, ensuring demographic diversity. Employing a cross-sectional research design, the data was analyzed using multiple regression analysis to quantify the relationships between the independent variables and customer decisions. The study found that frequent touchpoints, consistent messaging, and prompt responses significantly enhance the likelihood of favorable consumer decisions. These findings have profound implications for businesses seeking to enhance customer experience, underscoring the importance of integrating these factors for more effective marketing strategies and improved customer satisfaction
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