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To answer the research questions, a survey in a real life online setting was carried out. The setting contained complex service solutions that were offered in a business-to-business context. The quantitative study shows that the perceived quality of a website has an influence on consumers\u2019 buying intention. This correlation increases as the customer journey progresses. The perceived quality influences the website\u2019s impact on visitors\u2019 buying intention with a medium to strong effect size and the influence of a website\u2019s quality on the impact on visitors\u2019 buying intention varies significantly at different customer journey phases. While extant research focusses either on customer experience at touchpoints or touchpoints\u2019 effects on buying behavior, we combine insights from both streams of research to highlight the role of website quality in determining touchpoint performance along the customer journey. Practitioners can use these insights to allocate resources in marketing and sales more efficiently.<\/jats:p>","DOI":"10.1007\/s10660-022-09654-5","type":"journal-article","created":{"date-parts":[[2022,12,26]],"date-time":"2022-12-26T09:10:36Z","timestamp":1672045836000},"page":"1515-1538","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":11,"title":["Importance of the perceived quality of touchpoints for customer journey analysis \u2013 evidence from the B2B sector"],"prefix":"10.1007","volume":"23","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3837-8426","authenticated-orcid":false,"given":"Christian","family":"Koch","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Michael","family":"Hartmann","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2022,12,26]]},"reference":[{"key":"9654_CR1","doi-asserted-by":"publisher","first-page":"287","DOI":"10.1016\/j.jbusres.2018.01.036","volume":"89","author":"E Ageeva","year":"2018","unstructured":"Ageeva, E., Melewar, T. 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