Vol. 2 No. 2 (2022): Turistika
Makaleler

Evaluation of Customer Journey Touchpointsin Online Shopping: An Application in Textile and Apparel Industry

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  • Banu Demir Koçoğlu,
  • Eyyüp Yaraş
Banu Demir Koçoğlu
Akdeniz University Social Sciences Institute
Eyyüp Yaraş
Akdeniz University Social Sciences Institute

Published 30.09.2022

How to Cite

Evaluation of Customer Journey Touchpointsin Online Shopping: An Application in Textile and Apparel Industry. (2022). Elegest Elegeş, 2(2), 30-42. https://doi.org/10.64360/2xa5vm61

Copyright (c) 2025 Banu Demir Koçoğlu- Eyyüp Yaraş (Yazar)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Evaluation of Customer Journey Touchpointsin Online Shopping: An Application in Textile and Apparel Industry. (2022). Elegest Elegeş, 2(2), 30-42. https://doi.org/10.64360/2xa5vm61

Abstract

The development in digital technologies has brought about the formation of new interaction channels, consequently new touchpoints. Thus, the customer experience has become more comprehensive and versatile. During the journey, the interactions between customers and brands can be measured with customer journey maps, which are used to identify customer wants and needs, and to reveal pain and gain points on the journey. In this study, in which the data obtained with semi-structured interview form were subjected to thematic analysis, it is aimed to evaluate the customer journey touchpoints of textile and apparel sector, which is one of the most problematic sectors in terms of transferring the store experience to online platforms. Research data revealed the importance of trust and speed in online shopping platforms. In addition, it was determined that customers developed creative solutions in line with the unmet needs at some touchpoints and went beyond the designed experience. It is thought that the findings obtained are guiding both for future studies in the literature and for mapping studies of brands in the sector.

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