 The reliance on the quality of the product or service itself is a crucial way for brands to build a loyal customer base and this is an important touch point.With the quality of the product being of high importance so too is the continuation of the brand-customer communication relationship through after purchase touch points (Flynn, 2013)

Within the customer journey from pre- to post-purchase there are different stages at which communication between customer and brand occurs through the use of touchpoints.The categories of touchpoints range from brand originated, intrinsic, highly controllable mediums to customer initiated and unexpected modes of communication (Brand Customer Touch Points, 2007).