The high involvement customer journey: A study on customer motivations for touchpoint choice

Abstract: Thesis purpose: The purpose of this study is to gain knowledge about baby boomers’ motivations for using either digital or analogue touchpoints in the high involvement customer journey. This ultimately contributes to an increased understanding of the high involvement customer journey. Methodology: A qualitative study with social constructionism as the research philosophy, where an abductive approach is adopted. Given that the purpose was to gain a deeper understanding of customer motivations in high involvement customer journeys, an outline of the methodology of interviewing thirteen customers of Riksbyggen is presented. Theoretical perspective: The main theories which inform this study are based on consumer behaviour within the fields of motivation, involvement, multichannel behaviour and customer journeys. A theoretical framework has been developed to demonstrate how these fields interlink and to provide a foundation for achieving the research purpose. Empirical data: The empirical data for this study was gathered through thirteen in-depth interviews with those belonging to the baby boomer generation. The interviews were semistructured in nature utilising both theoretical and empirically led questions in order to uncover the motivations for touchpoint use in the real estate customer journey. Conclusions: In total, sixteen motivations were identified, all of which applied to the use of analogue touchpoints with the majority apparent in all stages of the customer journey. Only twelve motivations were present for using digital touchpoints, and only four evident within every stage. Multiple motivations were present simultaneously with some impacting touchpoint choice more than others. Similar to involvement levels, customer motivations also develop from both customer- and product attributes reaffirming that some motivations were context or age-cohort specific. Practical implications: By understanding customer motivations for touchpoint choice in the high involvement customer journey, organisations are able to evaluate and adapt their digital and analogue touchpoints to better meet customer needs and improve customer experience.