In increasingly omnichannel environments, firms continue to struggle to understand how the quality of customer touchpoints translates into meaningful experiences and purchase intentions. Addressing this gap, this study conceptualizes Customer Touchpoint Quality (CPTQ) as a second-order formative construct comprising stimulus, interface, and medium characteristics, and examines how it influences purchase intention through experiential mechanisms. Drawing on customer experience and touchpoint management literature, the proposed structural model is tested using survey data from 262 consumers and analysed using partial least squares structural equation modelling (PLS-SEM). The results show that stimulus, interface, and medium each contribute significantly and uniquely to CPTQ, supporting its formative conceptualization. CPTQ has a strong positive effect on encounter quality, which in turn enhances customer experience and drives purchase intention, thereby establishing a sequential mediation pathway. Although channel type and technological readiness were modelled as moderators of the CPTQ–encounter quality relationship, their interaction effects were not significant, suggesting that the experiential impact of high-quality touchpoints is robust across channels and levels of technological readiness. Overall, this study advances touchpoint and customer experience research by providing a theoretically grounded operationalization of CPTQ, clarifying the experiential processes through which touchpoint design influences behavioural outcomes, and offering actionable insights for designing effective omnichannel customer journeys.