Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers

• Main Authors: Zahari A.R., Esa E., Surbaini K.N., Assidin N.H.N., Abdullah A.E.
• Other Authors: 57216607750
• Format: Article
• Published: Pakistan Home Economics Association 2024
• Subjects: Customer effort; Customer experience; E-mail touchpoint; Energy firm; Mobile apps; Online touchpoints
• Institution: Universiti Tenaga Nasional

Purpose: This study aims to investigate if the online touchpoints (e-mail and mobile app) of the leading energy provider in Malaysia and customer effort were significantly different by customer types, name, government and local authorities, businesses, and domestic users. Design/Methodology/Approach...