Working Papers

Understanding Customers’ Responses’ to Firm-Controlled Touch Points

Stacey Robinson

East Carolina University

Nancy J. Sirianni

University of Alabama

Katherine N. Lemon

Boston College

Nov 2, 2020

Demonstrates how firm-controlled touch points designed to protect the firm from financial loss such as fitting rooms with locked doors can signal a firm’s lack of trust in the customer and subsequently lead to a lack of trust in the firm, negatively impacting customer experience and willingness to engage in a relationship with the firm.

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