University of Twente Student Theses


Touch points in the restaurant branch

Hollander, D.M. (2019) Touch points in the restaurant branch.

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Abstract:As customer experiences became more important as part of gaining a competitive advantage (Schmitt, 1999), managers should have a proper understanding of this phenomenon. The customer experience is made up of touch points and in general, more touch points are present in services than in manufactured goods (Berry, Wall, & Carbone, 2006). Much research has been conducted in the service industry, although limited attention has been given to the influence of touch points in restaurants. This paper aims at filling this gap in literature by investigating the influence of various touch points on the customer experience in a restaurant setting. Overall, the findings reveal a positive influence of the touch points examined. The study offers a deeper understanding of what influences a customer experience in a restaurant; one that will help restaurant managers and perhaps others employed in the hospitality sector to better design future customer experiences.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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