 Businesses need to asks and address the questions; are the touch points addressing customer motivation, answering questions, working for your target market, meeting their needs, differentiating from their competitors and helping to retain the customer.In the customer realm, when it comes down to deciding whether to use a service or purchase from a brand, it can be said that the consumer evaluates brand alternatives and ranks them from the most preferred to the least preferred and forms ‘purchase intentions’.However, there are two factors that influence the consumer's actual "decision" to purchase.