How Does Mobile Page Speed Shape in-between Touchpoints in the Customer Journey? A Research Regarding the Most Trusted Retailers in Romania

Round 1

Reviewer 1 Report

Theory contribution

The study explores antecedents of customer journey satisfaction and seek evidence of page loading speed differentiation on customer intention to purchase. It also addresses community of practice technological concerns about shaping in between touchpoints to enhance the perceived value of mobile customer journey.

 Mobile marketing attempts to gain from variety within digital market environment and lies with technological capabilities shared on mobile customer journey to enhance customer intention to purchase and reuse.

The current research identifies capturable opportunities with mobile marketing tools to inform decision making about enhancing consumer experience trough mobile commerce.

Data Research design; meaningful and accurate

Observations and opinions/suggestions

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"Technological performance used by"

Please reformulate

Technological performance framework or scoring or classifiers or metrics employed by retailers ...

Even better

The aim of the paper is to develop mobile commerce with technological performance scrutiny in the context of Romanian retailers engaged to improve the consumer experience within...

The research

1. explores the influence  of mobile page speed shape in  between touchpoints
2. reveals the online retailing customer sensitivity to mobile value providing
3. delivers on leveraging customer learning journey to enhance mobile customer shopping value

 

The authors focus is to design a touchpoint testing framework  in order to deliver a tailored customer journey, therefore it is assumed a certain degree of maturity with technology adoption diffusion and trust, already embedded on retailers experience with digital marketing tools.

Regarding the results relevance for the community of practice and the journal audience

In order to gain from exposure variety, retailers

1. adopt mobile marketing tools to deliver the best experience along customer journey( pre purchase, purchase, post purchase)
2. feature prospect's sensitivity to mobile page speed affecting conversion rate
3. explore customer journey framework with touchpoint testing to enhance retailer's performance with tailored mobile marketing toolkit

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please reflect on objective 6

i suggest mitigate the challenges instead of diminish the challenges

row 614 615

The retailers learning approach to explore touchpoint testing lies with keeping the prospect engaged with  content enriching to mitigate the sensitivity to loading page speed. To overcome long waiting time the retailer should engage in active and tailored content revision to prove vigilance toward customer concerns during the journey , which is value added per se.

The gain is twofold

both customer and retailer overcome technology flaws and gain insights about mobile mobile purchase process improvement. Technology trust antecedents construct is under scrutiny when it comes to mobile marketing environment design.

Recalling competing forces( the authors' "challenges and opportunities"  affecting mobile marketing performance: gaining from variety with omnichanel and continuous vigilance  over reputation flaws from increasing exposure , the retailer has to focus on delivering value to overcome loading page speed negative  influence. In terms of tech performance the loading speed metric , more often than not, it is not influenced by retailer , but affects both retailer and customer technology trust.

Instead , research has to provide mobile marketing toolkit to benefit from increasing exposure of the retailer who has to exploit signals along mobile journey to forge customer commitment , in spite of technological flaws.

row 650 reformulate

The return on evidence reveals that a qualified pilot sample of Romanian retailers fails to deliver upon mobile customer journey expectations, due to significant flaws with processing capturable opportunities within mobile purchasing environment. What is not captured becomes knowledge waist , which competition will capture.

Solution

The retailer should reflect on a new construct when upgrading messages to keep customer busy , therefore labeling mobile customer positive experience ( influencing top of mind position) .This will enact as a genuine driving force to enhance customer perceived value of mobile experience toward purchase and reuse.

 

 

 

 

Author Response

Dear Reviewer 1,

First of all, we would like to thank you for your concerns regarding our research. Your suggestions were very helpful for us in refining the paper and we have made major revisions to our manuscript accordingly. Please see the attachment.

Sincerely yours,

Authors

Author Response File: Author Response.pdf

Reviewer 2 Report

Dear Authors,

The study aims at investigating the "How does mobile page speed shape in-between touchpoints in the customer journey? A research regarding the most trusted retailers in Romania".

Although the paper deals with an interesting topic, major revisions are required.

The paper is not satisfactory written, needs a careful editing, fonts, and style.

Further, the study aim and background are not well presented, repetitions occurring in the paper should be avoided.

However, it is recommended:

- Reformulate the abstract by telling prospective readers what you did and what the important findings of your research were. The abstract is limited to few words and provides a short description of the perspective and purpose of your paper.

- Introduction is very short and can be improved in order to show better aim.

- Please carefully consider and revise the logic of some parts.

- Carefully check the full text.

- Please do more to highlight how the work advances or increments the field from the present state of knowledge and provide a clear justification for your work.

- Methodology be supported with reference literature. 

- Results and Discussion should be rewritten.

- Conclusion section needs improvement. Please provide more quantitative key contributions of the study with proper discussions, highlight the limitations of this study and the future work.

- English proofreading is needed. Some description is not professional for a scientific article.

- Reference is very short.

Accordingly, it is opinion of this reviewer to accept with major revisions the proposed manuscript for a publication on this journal.

Author Response

Dear Reviewer 2,

First of all, we would like to thank you for your concerns regarding our research. Your suggestions were very helpful for us in refining the paper and we have made major revisions to our manuscript accordingly. Please see the attachment.

Sincerely yours,

Authors

Author Response File: Author Response.pdf

Round 2

Reviewer 2 Report

Dear Authors,

I very much appreciate the efforts of the authors to meet my comments and suggestions and to implement the suggestions, observations and recommendations I made.

I am happy to inform you that I have accepted your revision of the manuscript and will recommend it for publication without further changes. Congratulations. I look forward to reading it online.

Thank you for the opportunity to let me contribute a small part to your publication.