Integrating Satisfaction and Cultural Background in the Customer Journey: A Method Development and Test

Canfield, Daniel de Salles; Basso, Kenny

doi:10.1080/08961530.2016.1261647

Cited by 20 publications

(19 citation statements)

References 22 publications

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“…The research adopted a qualitative methodology (Guba and Lincoln, 1994), which is suitable for dealing with the customer's point of view, especially if the goal of the investigation is the understanding of actions, intentions and emotions (Johnston and Kong, 2011). The authors followed the suggestions for adopting a descriptive, and unobtrusive method, such as visualisation tools (Lim and Kim, 2018), given the need to track the back-and-forth movement of CJ (Canfield and Basso, 2017) and to avoid affecting the data (Guba and Lincoln, 1994). Snapshots of every relevant moment were encouraged, as each of them was considered worthy of evaluation (Canfield and Basso, 2017).…”

Section: Methodsmentioning

confidence: 99%

“…The authors followed the suggestions for adopting a descriptive, and unobtrusive method, such as visualisation tools (Lim and Kim, 2018), given the need to track the back-and-forth movement of CJ (Canfield and Basso, 2017) and to avoid affecting the data (Guba and Lincoln, 1994). Snapshots of every relevant moment were encouraged, as each of them was considered worthy of evaluation (Canfield and Basso, 2017). A qualitative view is more suitable for combining multiple methods of collecting and analysing CJs (Stein and Ramaseshan, 2016), and the description of evidence through excerpts and quotes can clarify the evidence offered (Kandampully et al, 2018).…”

Section: Methodsmentioning

confidence: 99%

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The millennial customer journey: a Phygital mapping of emotional, behavioural, and social experiences

Mele¹,

Spena²,

Tregua³

et al. 2021

JCM

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Purpose The wider possibility of connectivity offers additional opportunities for customers to experience value propositions. The online world is only one side of the customer experience. The integration of digital technologies, social presence and physical elements increases the complexity of customer journey. This paper aims to map the phygital customer journey by focusing on millennials. Design/methodology/approach The study adopted a qualitative methodology to investigate 50 millennials from Italy. Millennials had to describe, in two phases, a journey they had recently made. First, they used sticky notes with no restrictions on expressing their feelings and structuring their CJ. Second, customers transferred the sticky notes’ contents, consider the information provided and map the journey with additional details using the Uxpressia software. Findings This paper frames the Millennials customer journey as a cycle of four moments: connect, explore, buy and use. Each moment enacts the customer experience as a mixture of emotional, behavioural and social responses. Online and offline interactions blur the boundaries between the physical and digital world (i.e. phygital): millennials move back-and-forth or jump from one action to another according to the evolving path of emotions and interactions. Originality/value The phygital customer journey provides an alternative understanding of customer journey occurring as a fuzzy process or loop. A phygital map develops as a circular path of moments seen as phenomenological microworlds of events, interactions, relationships and emotions.

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Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

The millennial customer journey: a Phygital mapping of emotional, behavioural, and social experiences

Mele¹,

Spena²,

Tregua³

et al. 2021

JCM

View full text Add to dashboard Cite

show abstract

“…A CJM is principally described as a visual representation of the sequence of events a user is experiencing through his journey with a product or a service [28]. Thus, there are numerous aspects to consider when constructing one of them: (a) the user's steps and actions, (b) the user's expectations, (c) the user's perceptions, (d) the user's satisfaction and even (e) the user's demographic information such as cultural background which may influence his experience with the product, the service and his relationship with the organization [29]. It is thus important to always have in mind many fundamental aspects of the experience, which are, among others: (1) the touch points, (2) the emotional impact [30] as well as (3) the user's cognitive, social and physical responses towards the product, service or company [31].…”

Section: Defining Ux Toolsmentioning

confidence: 99%

An Enriched Customer Journey Map: How to Construct and Visualize a Global Portrait of Both Lived and Perceived Users’ Experiences?

Alvarez

Léger

Frédette

et al. 2020

Designs

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Design is about understanding the system and its users. Although User Experience (UX) research methodologies aim to explain the benefits of a holistic measurement approach including explicit (e.g., self-reported) and implicit (e.g., automatic and unconscious biophysiological reactions) data to better understand the global user experience, most of the personas and customer journey maps (CJM) seen in the literature and practice are mainly based on perceived and self-reported users’ responses. This paper aims to answer a call for research by proposing an experimental design based on the collection of both explicit and implicit data in the context of an authentic user experience. Using an inductive clustering approach, we develop a data driven CJM that helps understand, visualize, and communicate insights based on both data typologies. This novel tool enables the design development team the possibility of acquiring a broad portrait of both experienced (implicit) and perceived (explicit) users’ experiences.

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“…The latest research priorities listed by the Marketing Science Institute [8] cite the customer journey as a topic that needs to be better understood. The customer's journey has been extensively studied in the form of the customer's experience with brands-from the consideration phase to the purchase and post-purchase phases [9,10], but few studies have investigated how sustainable initiatives can improve customer engagement and experience at touchpoints and at the various stages on the decision journey [11]. Accompanying this consumption trend is a growing number of studies related to disposal behaviour [12], but we identified no robust literature that seeks to understand the customer's journey at this time, and little is known about what influences customer choice among the existing disposal options [13], beyond their managerial and social relevance.…”

Section: Introductionmentioning

confidence: 99%

What Brought Me Here? Different Consumer Journeys for Practices of Sustainable Disposal through Takeback Programmes

2022

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Despite being considered a consumption behaviour, disposal is still treated in an incipient way in the consumer literature. In addition, little is known about the entire journey of those who practice sustainable consumption disposal. In order to fill this gap, this exploratory, qualitative study used semi-structed interviews with 15 consumers who already discarded items through return programmes for recycling purposes of two products: slow fashion wallets and coffee capsules. The products are from two companies in Brazil, Dobra and Terra Cycle, whose managers were also interviewed. Records of photos and videos made by these consumers were also part of the research material, in addition to the analysis of brands’ social media. Content analysis with deductive coding was used to analyse the data. The results allow for the proposition of a disposal journey framework and the understanding of this journey and its touchpoints for the products as a different trajectory. Still, it was found that detachment, emotional and mental separation from the product, only happens in some circumstances. The theoretical, managerial, and social implications of this journey of sustainable consumption disposal are discussed.

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Integrating Satisfaction and Cultural Background in the Customer Journey: A Method Development and Test

Cited by 20 publications

References 22 publications

The millennial customer journey: a Phygital mapping of emotional, behavioural, and social experiences

The millennial customer journey: a Phygital mapping of emotional, behavioural, and social experiences

An Enriched Customer Journey Map: How to Construct and Visualize a Global Portrait of Both Lived and Perceived Users’ Experiences?

What Brought Me Here? Different Consumer Journeys for Practices of Sustainable Disposal through Takeback Programmes

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