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<p>Managing customer experience across the customer journey is a critical issue in service marketing, as interactions at multiple touchpoints jointly shape customer perceptions. This study employs an integrated quantitative approach combining interpretive structural modeling (ISM), MICMAC analysis, and the analytic network process (ANP) to examine key experience behavior factors in the automobile purchase journey. Data were collected through structured interviews with managers and service personnel, and a survey of 100 automobile brand owners. The results reveal distinct differences between first-time buyers and rebuyers. For first-time buyers, the relative importance of the three stages in the customers’ purchase journey is prepurchase (0.372), postpurchase (0.347), and purchase (0.281), with “identify car needs” (0.133), “after-sales service” (0.127), and “consider which car to buy” (0.124) emerging as the most influential factors. In contrast, rebuyers place the greatest emphasis on the postpurchase stage (0.502), followed by purchase (0.409) and prepurchase (0.089), with “after-sales service” (0.238), “participate in car dealer activities after delivery” (0.212), and “order the car and sign the contract” (0.193) ranking highest. The MICMAC analysis further identifies after-sales service as a key driving factor for both groups. Overall, this study quantitatively clarifies the relative importance and structural roles of experience behavior factors across customer journey touchpoints, offering actionable insights for service strategy design in the automobile industry.</p>

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Quantitative insights into customer experience: analyzing key service touchpoints in the automobile purchase journey

  • 期刊论文

  • 发表日期：

    2026年7月24日

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  • Ling-Zhong Lin,
  • Chun-Hsien Chen

摘要

Managing customer experience across the customer journey is a critical issue in service marketing, as interactions at multiple touchpoints jointly shape customer perceptions. This study employs an integrated quantitative approach combining interpretive structural modeling (ISM), MICMAC analysis, and the analytic network process (ANP) to examine key experience behavior factors in the automobile purchase journey. Data were collected through structured interviews with managers and service personnel, and a survey of 100 automobile brand owners. The results reveal distinct differences between first-time buyers and rebuyers. For first-time buyers, the relative importance of the three stages in the customers’ purchase journey is prepurchase (0.372), postpurchase (0.347), and purchase (0.281), with “identify car needs” (0.133), “after-sales service” (0.127), and “consider which car to buy” (0.124) emerging as the most influential factors. In contrast, rebuyers place the greatest emphasis on the postpurchase stage (0.502), followed by purchase (0.409) and prepurchase (0.089), with “after-sales service” (0.238), “participate in car dealer activities after delivery” (0.212), and “order the car and sign the contract” (0.193) ranking highest. The MICMAC analysis further identifies after-sales service as a key driving factor for both groups. Overall, this study quantitatively clarifies the relative importance and structural roles of experience behavior factors across customer journey touchpoints, offering actionable insights for service strategy design in the automobile industry.