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Touchpoints and Channels: Classifications, Characteristics, and Issues for Future Research

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 205))

Abstract

Consumer experiences and decision journeys are constructed and influenced by an ever-increasing number of touchpoints and channels. However, recent studies have recognized limitations in previous literature regarding the distinctions and diversity among them. Also, with the recent COVID-19 pandemic, consumer touchpoint, and channel consumption has drastically changed, with potential implications for the business models of firms. Thus, this paper systematizes existing knowledge concerning the touchpoint and channel constructs and discusses emerging issues related to omnichannel management in the COVID-19 pandemic context. Specifically, the paper develops a structured understanding of touchpoint and channel definitions, the classification of touchpoints, the strengths related with particular touchpoint types, and how these strengths make specific touchpoints more appropriate for particular moments in the consumer decision journey. The emerging issues lead to the discussion of directions for future research, namely regarding touchpoint evaluations, the management of supply chains, and the use of new technologies.

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Acknowledgments

This work was supported by FCT, I.P., the Portuguese national funding agency for science, research, and technology, under the Project UIDB/04521/2020, Universidade de Lisboa, and ISEG.

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Authors and Affiliations

  1. ADVANCE/CSG, ISEG, Universidade de Lisboa, Miguel Lúpi, n 20, gab. 311, 1249-078, Lisboa, Portugal

    Susana Santos & Helena Martins Gonçalves

Authors
  1. Susana Santos
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  2. Helena Martins Gonçalves
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Corresponding author

Correspondence to Susana Santos .

Editor information

Editors and Affiliations

  1. ISEG, University of Lisbon, Lisbon, Portugal

    Álvaro Rocha

  2. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  3. FHNW School of Business, University of Applied Sciences and Arts, Olten, Solothurn, Switzerland

    Marc K. Peter

  4. Instituto Português de Administração e Marketing, Portucalense University, Porto, Portugal

    Ricardo Cayolla

  5. ISCTE-University Institute of Lisbon, Lisbon, Portugal

    Sandra Loureiro

  6. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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© 2021 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Santos, S., Gonçalves, H.M. (2021). Touchpoints and Channels: Classifications, Characteristics, and Issues for Future Research. In: Rocha, Á., Reis, J.L., Peter, M.K., Cayolla, R., Loureiro, S., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 205. Springer, Singapore. https://doi.org/10.1007/978-981-33-4183-8_25

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