Understanding the Impact of Key Digital Customer Journey Touchpoints on Customer Loyalty: A Qualitative Study of Zalando: A Qualitative Study of Zalando
Translated title
Understanding the Impact of Key Digital Customer Journey Touchpoints on Customer Loyalty: A Qualitative Study of Zalando
Authors
Waiba, Ashmita ; Malakar, Manisha ; Maharjan, Sabbu
Term
4. Semester
Publication year
2026
Abstract
Digital touchpoints—the moments when customers interact with an online fashion retailer via social media, the website, app, email, and delivery—shape their experience and loyalty. This study examines how touchpoints before purchase (social media discovery, product recommendations, customer reviews), during purchase (payment options, size guidance, returns policy), and after purchase (delivery updates, the return process) influence whether shoppers stay with Zalando or switch. We used a qualitative design based on in-depth, semi-structured interviews with customers aged 25–35. Transcripts were analyzed using reflexive thematic analysis (Braun & Clarke, 2006), supported by NVivo 15 for systematic coding. Customers expected transparency, convenience, reliability, and relevance at every stage, as well as promotions and recommendations that added real value. When content was repetitive, lacked variety, ignored budgets, or missed personal needs, the experience suffered. Five themes emerged: (1) post-purchase reassurance and communications, (2) pre-purchase discovery and trust building, (3) personalization, relevance and consumer control, (4) returns policy and risk reduction, and (5) the nature of loyalty. The strongest drivers of loyalty were proactive communication, reliable delivery, seamless returns, and relevant recommendations. Poor problem handling, budget-insensitive suggestions, and repetitive content led to disengagement. We identified three loyalty types—functional, emotional, and hybrid—shaped by lifestyle, budget, and accumulated experience with the platform. Overall, loyalty is built not by any single feature but by the quality of the entire digital experience.
Digitale kontaktpunkter – de øjeblikke hvor kunder møder en online modeforhandler via sociale medier, webshop, app, e-mail og levering – former oplevelsen og loyaliteten. Denne undersøgelse ser på, hvordan kontaktpunkter før køb (opdagelse på sociale medier, produktanbefalinger, kundeanmeldelser), under køb (betalingsmuligheder, størrelsesvejledning, returpolitik) og efter køb (leveringsopdateringer, selve returprocessen) påvirker, om kunder forbliver loyale over for Zalando eller skifter. Studiet bygger på et kvalitativt design med dybdegående, semistrukturerede interviews med kunder i alderen 25–35 år. Interviewene blev analyseret med refleksiv tematisk analyse (Braun & Clarke, 2006), understøttet af NVivo 15 til systematisk kodning. Kunder forventede gennemsigtighed, bekvemmelighed, pålidelighed og relevans gennem hele forløbet – samt værdiskabende kampagner og anbefalinger. Når indholdet var gentagende, manglede variation, overså kundens budget eller ikke passede til behov, svækkede det oplevelsen. Analysen identificerede fem temaer: (1) tryghed og kommunikation efter køb, (2) opdagelse før køb og opbygning af tillid, (3) personalisering, relevans og forbrugerens kontrol, (4) returpolitik og risikoreduktion og (5) loyalitetens karakter. De stærkeste drivere for loyalitet var proaktiv kommunikation, pålidelig levering, gnidningsfrie returprocesser og relevante anbefalinger. Dårlig håndtering af problemer, budget-insensitive forslag og ensformigt indhold førte til, at kunderne trak sig. Tre loyalitetstyper trådte frem: funktionel, følelsesmæssig og hybrid, formet af kundens livsstil, budget og samlede erfaringer med platformen. Konklusionen er, at loyalitet ikke skabes af én enkelt funktion, men af kvaliteten af den samlede digitale oplevelse.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
Keywords