Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices
Abstract
Consumer journeys offers a powerful metaphor that has inspired diverse strategic frameworks to aid retailers in managing and designing customer experiences. Absent from existing frameworks, however, is a clear understanding of the journeys consumers perform as a collective that is bound by a shared identity and communal goals. Yet, whether taking vacations, going out to dinner, facing a health crisis, or setting up a household, much of...
Paper Details
Title
Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices
Published Date
Mar 1, 2020
Journal
Volume
96
Issue
1
Pages
9 - 24
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