The Oxford English Dictionary traces it to a 1602 treatise on astronomy. Service encounter to 1985 and servicescape to 1992. The term evidence dates to 1982 tangibles to 1988. Bitner acknowledges that it has become more common (particularly as a substitute for “service encounter” and “moments of truth”) but indicates that it is still less widely accepted in the academic community. The closest the term “touchpoint” has come to the established service marketing canon was earlier this year when Mary Jo Bitner (of service encounter and servicescape renown) used the term in an unpublished paper. Bitner’s 1992 paper refers to a FedEx dropbox as a “lean environment or servicescape.”
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