Going on a journey: A review of the customer journey literature

Tueanrat, Y; Alamanos, Eleftherios; Papagiannidis, Emmanouil

doi:10.1016/j.jbusres.2020.12.028

Cited by 178 publications

(118 citation statements)

References 182 publications

(332 reference statements)

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“…During the past decade, managers and researchers alike have increasingly stressed the role of customer journeys as opposed to individual service encounters for the achievement of service excellence and the subsequent competitive advantage (Rawson et al , 2013). This emphasis aligns with broader marketing research suggesting that the set of touchpoints along the customer journey gives rise to customer experience (Lemon and Verhoef, 2016; Tueanrat et al , 2021). Indeed, a recent industry report suggests that, across industries, companies' journey performance is substantially more strongly correlated with customer satisfaction and business outcomes, such as revenue and repeat purchase, than is firm performance at individual touchpoints (Duncan et al , 2016).…”

Section: Introductionsupporting

confidence: 67%

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Service journey quality: conceptualization, measurement and customer outcomes

Jaakkola

Terho

2021

JOSM

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PurposeThe quality of the customer journey has become a critical determinant of successful service delivery in contemporary business. Extant journey research focuses on the customer path to purchase, but pays less attention to the touchpoints related to service delivery and consumption that are key for understanding customer experiences in service-intensive contexts. The purpose of this study is to conceptualize service journey quality (SJQ), develop measures for the construct and study its key outcomes.Design/methodology/approachThe study uses a discovery-oriented research approach to conceptualize SJQ by synthesizing theory and field-based insights from customer focus group discussions. Next, using consumer survey data (N = 278) from the financial services context, the authors develop measures for the SJQ. Finally, based on an additional survey dataset (N = 239), the authors test the nomological validity and predictive relevance of the SJQ.FindingsSJQ comprises of three dimensions: (1) journey seamlessness, (2) journey personalization and (3) journey coherence. This study demonstrates that SJQ is a critical driver of service quality and customer loyalty in contemporary business. This study finds that the loyalty link is partially mediated through service quality, indicating that SJQ explains loyalty above and beyond service quality.Research limitations/implicationsSince service quality only partially mediates the link between service journey quality and customer loyalty, future studies should examine alternative mediators, such as customer experience, for a more comprehensive understanding of the performance effects.Practical implicationsThe study offers concrete tools for service managers who wish to understand and develop the quality of service journeys.Originality/valueThis study advances the service journey concept, demonstrates that the quality of the service journey is a critical driver of customer performance and provides rigorous journey constructs for future service research.

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Section: Introductionsupporting

confidence: 67%

“…Service journey refers to the process or sequence that a customer goes through to access and use a particular service (cf. Tueanrat et al , 2021; Følstad and Kvale, 2018; Voorhees et al , 2017). This study adopts a discovery-oriented approach for conceptualizing SJQ (Zaltman et al , 1982).…”

Section: Introductionmentioning

confidence: 99%

Service journey quality: conceptualization, measurement and customer outcomes

Jaakkola

Terho

2021

JOSM

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“…In this way, the theory of total consumer experience [20] is extended and the page load speed is introduced as a factor that influences the customer journey. According to Tueanrat [46], technological disruption is a theme related to it, divided into two sub-themes, namely, innovative touchpoints and technology adoption The authors used these concepts and they analyzed the perceived utility and the perceived ease of use [47], with qualitative marketing research, based on both secondary and primary data. A secondary dataset was used to select retailers and two primary data sets were used for two different types of analysis.…”

Section: Methodsmentioning

confidence: 99%

How Does Mobile Page Speed Shape in-between Touchpoints in the Customer Journey? A Research Regarding the Most Trusted Retailers in Romania

Nichifor

Lixăndroiu

Chițu

et al. 2021

JTAER

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In the digital age, retailers face umpteen challenges, finding it increasingly difficult to fulfil the customer requirements. Studying the most trusted online stores in Romania, the authors aimed to identify the opportunities and the challenges for retailers in the connected consumer’ journey, analyzing the page load speed of the in-between touchpoints in the pre-check-out phase on smartphones. In this regard, comparative analysis and content analysis were performed, taking into consideration eight performance indicators, namely, first content paint, first input delay, largest contentful paint, cumulative layout shift, performance score, speed index, time to interactive, and total blocking time. Three platforms were used to run the tests, the generated data allowing the identification of the necessary enhancements to ensure a continuous consumer journey. The study revealed that the selected in-between touchpoints need major improvements to provide a satisfying consumer experience on a smartphone. The scientific contribution of this article consists of presenting 14 opportunities designed for retailers. By implementing them, for every 0.1 s saved, the conversion rate can increase by 8% due to emotional mitigation with technological performance improvements. The page speed shapes the customer journey, the retailers gaining the users’ trust by avoiding a long waiting time between the touchpoints.

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“…One research method that permits tracking individuals’ emotions, needs, requirements, disagreements and observing their behaviors systematically is customer journey mapping [ 12 , 13 ]. Customer journey mapping has been largely used in market research as a method to assess how a service is currently functioning and what is the customers’ viewpoint about an existing service [ 12 , 14 , 15 ]. Therefore, customer journey mapping is typically used prior to the redesign of a service.…”

Section: Introductionmentioning

confidence: 99%

“…Depending on the type of service/product the relevance of touchpoints may change along the journey map [ 16 ]. Customer journey mapping is flexible in terms of the methods used for data collection, although qualitative research methods, including interviews, focus groups, ethnography, and diaries, are predominant in customer journey articles [ 15 ].…”

Section: Introductionmentioning

confidence: 99%

Applying Customer Journey Mapping in Social Marketing to Understand Salt-Related Behaviors in Cooking. A Case Study

Cateriano-Arévalo

Saavedra-García

Ponce-Lucero

et al. 2021

IJERPH

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Worldwide, salt consumption exceeds the World Health Organization’s recommendation of a daily intake of 5 g. Customer journey mapping is a research method used in market research to understand customer behaviors and experiences and could be useful in social marketing as well. This study aimed to explore the potential of customer journey mapping to better understand salt-related behaviors performed during the preparation of household cooking. We tracked the journey of four women in their kitchens for approximately two hours to observe the preparation of lunch. Individual journey maps were created, one for each woman, that were composited into a single journey map. We found that customer journey mapping was a suitable research method to understand how food preparers made decisions around adding salt and artificial seasonings at each stage of the journey. In contrast to the interviewee’ responses, it was observed that the four women added salt and artificial seasonings consistently and incrementally with little control and without any standard measure. In this study, we demonstrate the utility of customer journey mapping in a novel context and nudge social marketers to include this tool in their repertory of research methods to understand human behavior.

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Going on a journey: A review of the customer journey literature

Cited by 178 publications

References 182 publications

Service journey quality: conceptualization, measurement and customer outcomes

Service journey quality: conceptualization, measurement and customer outcomes

How Does Mobile Page Speed Shape in-between Touchpoints in the Customer Journey? A Research Regarding the Most Trusted Retailers in Romania

Applying Customer Journey Mapping in Social Marketing to Understand Salt-Related Behaviors in Cooking. A Case Study

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