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The Effect of Online and Offline Touchpoints on Customer Experience and Brand Performance: A Case of an Omnichannel Marketing Strategy in Egypt
Abstract
The chapter aims to discuss the effects of online and offline touchpoints on customer experience and the effect of customer experience on brand performance, which will help to establish the omnichannel strategy. The results indicate that touchpoints (digital, physical, and human) positively influence customer experience dimensions (sensory, cognitive, affective, behavioral, and social) and explain up to 60% of its variability. Customer experience positively influences customer satisfaction and explains 62% of its variability. Customer satisfaction positively influences brand performance in the form of repurchase intentions, which improves sales revenue and explains 65% of its variability, and brand equity dimensions (awareness, associations, perceived quality, and loyalty), which explain around 45% of its variability. Thus, online and offline touchpoints are the major determinants of customer experience and brand performance, with no impact from previous experiences to mitigate the impact of customer dissatisfaction on repurchase intention.
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