We are happy to announce the new publication of the paper "Personalized touchpoints and customer experience: A conceptual synthesis" in the Journal of Business Research by our PhD students Jakob Weidig and Marco Weippert, together with Prof. Christina Kühnl.
In their project, they explore the impact of personalized touchpoints on the customer experience. To do so, they carried out a conceptual synthesis of 293 articles.
The paper can be downloaded here.