The new customer journey (purchase path). Where are digital negative touch points, how do they influence the customer?
The new customer journey (purchase path). Where are digital negative touch points, how do they influence the customer?
You will have to research for the most important psychology journals/papers/ books that are relevant to the following questions:
How did the purchase path change due to the digitalization?
How did it influence the customer?
Which information influences consumers negatively?
How digital touch points influence consumers?
These question should be answered in the following parts regarding the table of content on the thesis:
2.2 Customer journey
2.3 Customer touch points
2.4 Which information influences consumers negatively?
2.5 How do digital touch points influence consumers?
Only A and B rated journals/papers are accepted as sources. To identify the most important papers is part of the assignment! Access to research gates libraries is required!
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