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Value creation along the customer journey at direct and indirect firm-contact touchpoints
Mini Dissertation (MBA)--University of Pretoria, 2024.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2025
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| _version_ | 1867613521249828864 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2024. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/101889 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:28.126Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/101889 Value creation along the customer journey at direct and indirect firm-contact touchpoints Chipp, Kerry ichelp@gibs.co.za Jooste, Kylie Michelle UCTD Customer Experience Customer Journey Customer Value Direct and Indirect Touchpoints Intermediaries Digital Touchpoint Mini Dissertation (MBA)--University of Pretoria, 2024. This research report seeks to fill a theoretical gap in the field of customer experience and value creation. The aim of this research is to analyse the customer journey and to establish which touchpoints on the customer journey are the most important and where value is created along the customer journey. The perspective of direct vs indirect channels will be researched to understand if there is a difference in how value is created in each channel and which channel creates the most value. A qualitative interview was conducted with a sample of 12 respondents in South Africa. The findings from this research identify key touchpoints in the customer journey and show that the indirect channel creates more value for the customer. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-08:Decent work and economic growth SDG-09: Industry, innovation and infrastructure 2025-04-08T08:02:19Z 2025-04-08T08:02:19Z 2025-05-05 2024-11 Mini Dissertation * A2025 http://hdl.handle.net/2263/101889 en © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Customer Experience Customer Journey Customer Value Direct and Indirect Touchpoints Intermediaries Digital Touchpoint Value creation along the customer journey at direct and indirect firm-contact touchpoints |
| title | Value creation along the customer journey at direct and indirect firm-contact touchpoints |
| title_full | Value creation along the customer journey at direct and indirect firm-contact touchpoints |
| title_fullStr | Value creation along the customer journey at direct and indirect firm-contact touchpoints |
| title_full_unstemmed | Value creation along the customer journey at direct and indirect firm-contact touchpoints |
| title_short | Value creation along the customer journey at direct and indirect firm-contact touchpoints |
| title_sort | value creation along the customer journey at direct and indirect firm contact touchpoints |
| topic | UCTD Customer Experience Customer Journey Customer Value Direct and Indirect Touchpoints Intermediaries Digital Touchpoint |
| url | http://hdl.handle.net/2263/101889 |