Outsourcing the pain, keeping the pleasure: effects of outsourced touchpoints in the customer journey
Volume: 47, Issue: 2, Pages: 308 - 327
Published: Jul 18, 2018
Abstract
Firms struggle to manage touchpoints in their customer journey that consumers perceive as dissatisfying. Based on attribution theory and associative learning we examine branded outsourcing as a strategic means to reduce such touchpoints’ negative impact on brand evaluations. We find in the field and in a series of experimental studies that brands can reduce the detrimental impact of dissatisfying touchpoints. This effect is reversed for...
Paper Details
Title
Outsourcing the pain, keeping the pleasure: effects of outsourced touchpoints in the customer journey
Published Date
Jul 18, 2018
Volume
47
Issue
2
Pages
308 - 327
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