How Human Touch in Service Encounters Makes a Winning Customer Experience Strategy

Dr Sébastien Fernandez | June 2, 2021

By Dr. Sébastien Fernandez This article focuses on the power of touch in service encounters. It is a timely topic as physical distances in restaurants have never been so important. In many countries, restaurants are closed. In other countries, tables in restaurants are kept separate at a significant distance, and service providers and customers wear masks. Social distancing is nowadays required. Touch is no longer a sign of care and affection but may constitute a fatal weapon. Even before the pandemic, many people unfavorably perceived touch, considering tactile contact among service providers and guests as inappropriate or even rude. Whe...