The purpose of this paper is threefold: first, to examine the effects of different touch points on customer experience, second, effects of customer experience on loyalty intentions, and actual spend, and third, the moderating role of motivation orientation on these effects.,By recognizing the importance of capturing customer experience assessments at the “time of the experience”, a smartphone technology mobile app was developed for the purpose of this study. Real time customer experience data were collected at individual touch points.,The results show that the real-time touch point evaluations significantly effect overall customer experience and that these effects significantly differ for utilitarian and hedonic motivation orientations. The effects of technology, atmospherics, employee–customer interaction and service/product interaction touch points on overall customer experience are significantly stronger for hedonic orientation than for utilitarian orientation. In contrast, the effect of process touch point on overall customer experience is significantly stronger for utilitarian than hedonic orientation. Also, favorable overall customer experience evaluations exert significant positive influence on loyalty intentions, and actual spend, and these influences are significantly stronger for consumers with hedonic than utilitarian motivation orientations.,The findings of this study will enable companies to manage customer experience programs effectively by providing an understanding of the distinct touch points that occur along the customer journey and the relative importance of each of these touch points in enhancing customer experience.,This is the first empirical study that offers important insights on the effects of different touch points on customer experience, and on the moderating role of consumer motivation orientations on the touch points – customer experience – loyalty link by using real-time data.

中文翻译：

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客户体验–忠诚度链接：调节动机导向的作用

本文的目的是三方面的：第一，研究不同接触点对客户体验的影响；第二，客户体验对忠诚度意图和实际支出的影响；第三，动机导向对这些影响的调节作用。通过认识到在“体验时间”捕获客户体验评估的重要性，开发了一款智能手机技术移动应用程序用于此研究。实时的客户体验数据是在各个接触点处收集的。结果表明，实时接触点评估会显着影响整体客户体验，并且对于功利主义和享乐主义动机取向，这些影响会显着不同。技术，大气，享乐主义取向上的员工与顾客互动以及服务/产品相互作用对整体客户体验的接触点要比功利主义取向要强得多。相反，对于享乐主义者来说，过程接触点对整体客户体验的影响要比享乐主义倾向要强得多。此外，良好的整体客户体验评估对忠诚度意图和实际支出产生了显着的积极影响，对于享乐主义的消费者而言，这些影响要远大于功利主义动机。