The Critical Touchpoints and Disruptive Technology in The Post-Purchase Stage of Cosmetics Brands to Improve Customer Experience
Pham, Linh (2022)
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205169481
https://urn.fi/URN:NBN:fi:amk-202205169481
Tiivistelmä
The two primary purposes of the study were to investigate the critical touchpoints in the post-purchase phase in the context of cosmetics and the disruptive technology transformation in customer experience and its impacts on the customer journey. This could assist cosmetics brands in closing the gap in experience of the firm’s provision and customer’s receipt.
In order to achieve the goal, a structured e-survey was created on the E-lomake platform and then distributed, which gathered two hundred and six respondents.
The collected data were analyzed in the SPSS program to examine the survey participants’ behaviors and interactions with firms and products after purchases, and simultaneously explore the respondents’ attitudes towards disruptive technology provided and accumulated by the thesis author.
The study found that more survey individuals pursued to explore cosmetics products’ information after their purchases, and the preliminary information they researched were reviews and usage instructions. Furthermore, the study indicated the validity and reliability of respondents’ consistency towards disruptive technology. Additionally, the study highlighted the correlation among customers’ activities in subscribing to the newsletter of the brand’s websites and e-commerce sites and following the brand’s social media profiles to get updated.
To conclude, the primary and critical touchpoints are products themselves, human interactions between staff and consumers regarding product issues or aftersales services, and the platforms where consumers can research for reviews after purchases. Additionally, the respondents showed a positive attitude towards the tabulated disruptive technology provided and accumulated by the author.
In order to achieve the goal, a structured e-survey was created on the E-lomake platform and then distributed, which gathered two hundred and six respondents.
The collected data were analyzed in the SPSS program to examine the survey participants’ behaviors and interactions with firms and products after purchases, and simultaneously explore the respondents’ attitudes towards disruptive technology provided and accumulated by the thesis author.
The study found that more survey individuals pursued to explore cosmetics products’ information after their purchases, and the preliminary information they researched were reviews and usage instructions. Furthermore, the study indicated the validity and reliability of respondents’ consistency towards disruptive technology. Additionally, the study highlighted the correlation among customers’ activities in subscribing to the newsletter of the brand’s websites and e-commerce sites and following the brand’s social media profiles to get updated.
To conclude, the primary and critical touchpoints are products themselves, human interactions between staff and consumers regarding product issues or aftersales services, and the platforms where consumers can research for reviews after purchases. Additionally, the respondents showed a positive attitude towards the tabulated disruptive technology provided and accumulated by the author.