- 著者
-
Ryusuke Kosuge
Jing-Ming Shiu
- 出版者
- Global Business Research Center
- 雑誌
- Annals of Business Administrative Science (ISSN:13474464)
- 巻号頁・発行日
- pp.0190325a, (Released:2019-05-31)
- 参考文献数
- 13
- 被引用文献数
-
1
Even when customers are satisfied, they could be having experiences not intended by the company. By comparing dyad relationships between headquarters and stores of a Japanese auto dealer company, this paper examines how decision authority on touchpoints should be distributed to create a superior customer experience. Overall, decision authority was distributed towards stores; however, two stores known for high-quality customer experiences had headquarters exercise decision authority on brand promotion touchpoints. Further, these two stores adapted interpersonal touchpoints to brand promotion touchpoints created by headquarters. In short, from a brand perspective, it is desirable to differentiate decision authority while achieving consistency between touchpoints.