The First Touch Point Impact on the Customer Experience, Case of Mobile Application OZON.travel

Consumer experience is a complex multi-dimensional concept that includes various aspects.The general consumer experience is formed in the course of multiple contacts with customers in touch points. The client evaluates the experience as a whole, as a set of estimates for each individual point of contact. Among other things, experience affects the word-of-mouth and loyalty.In digital channels of sales, the quality of consumer experience is especially important, because affects the electronic word-of-mouth which can contribute to a virtual increase in the client base.The first touch point as important as others, so the experience formed by it must be positive.In the company OZON.travel, the mobile application is the first point of contact with consumers using mobile devices and acquired for a fee. Because In the application interface of the company there are certain problems, this negatively affects the evaluation of the application by new customers.In this paper, the existing problems are investigated and formulated recommendations for their elimination.