Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Customer journeys: a systematic literature review

Customer journeys: a systematic literature review Customer journeys have become an increasingly important topic in service management and design. The purpose of this paper is to review customer journey terminology and approaches within the research literature prior to 2013, mainly from the fields of design, management, and marketing.Design/methodology/approachThe study was conducted as a systematic literature review. Searches in Google Scholar, Scopus, Web of Knowledge, ACM Digital Library, and ScienceDirect identified 45 papers for the analysis. The papers were analyzed with respect to customer journey terminology and approaches, the relation to customer experience, the referenced background, and the use of visualizations.FindingsAcross the reviewed literature, customer journeys are described not only as a means to take the viewpoint of the customer, but also to reach insight into their experiences. A rich and at times incoherent customer journey terminology is analyzed and discussed, as are two emerging customer journey approaches: customer journey mapping (analysis of a service process “as is”) and customer journey proposition (generative activities leading toward a possible service “to be”).Research limitations/implicationsThe review is limited to analyzing and making claims on research papers that explicitly apply the term customer journey. In most of the reviewed papers, customer journeys are not the main object of interest but are discussed as one of several topics.Practical implicationsA nuanced discussion of customer journey terminology and approaches is provided, supporting the practical application of a customer journey perspective.Originality/valueThe review contributes a needed common basis for future customer journey research and practice. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Theory and Practice Emerald Publishing

Customer journeys: a systematic literature review

Loading next page...
 
/lp/emerald-publishing/customer-journeys-a-systematic-literature-review-HSLym71Y1u
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2055-6225
DOI
10.1108/jstp-11-2014-0261
Publisher site
See Article on Publisher Site

Abstract

Customer journeys have become an increasingly important topic in service management and design. The purpose of this paper is to review customer journey terminology and approaches within the research literature prior to 2013, mainly from the fields of design, management, and marketing.Design/methodology/approachThe study was conducted as a systematic literature review. Searches in Google Scholar, Scopus, Web of Knowledge, ACM Digital Library, and ScienceDirect identified 45 papers for the analysis. The papers were analyzed with respect to customer journey terminology and approaches, the relation to customer experience, the referenced background, and the use of visualizations.FindingsAcross the reviewed literature, customer journeys are described not only as a means to take the viewpoint of the customer, but also to reach insight into their experiences. A rich and at times incoherent customer journey terminology is analyzed and discussed, as are two emerging customer journey approaches: customer journey mapping (analysis of a service process “as is”) and customer journey proposition (generative activities leading toward a possible service “to be”).Research limitations/implicationsThe review is limited to analyzing and making claims on research papers that explicitly apply the term customer journey. In most of the reviewed papers, customer journeys are not the main object of interest but are discussed as one of several topics.Practical implicationsA nuanced discussion of customer journey terminology and approaches is provided, supporting the practical application of a customer journey perspective.Originality/valueThe review contributes a needed common basis for future customer journey research and practice.

Journal

Journal of Service Theory and PracticeEmerald Publishing

Published: Mar 6, 2018

Keywords: Literature review; Service design; Service management; Customer journey

References