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

Volume: 125, Pages: 336 - 353
Published: Mar 1, 2021
Abstract
Customer journey has become an increasingly important concept to understand complex customer behaviours and get insights into their experiences. While the term has been used in diverse disciplines since the 1990s and its literature has grown more than sevenfold over the last eight years, understanding of the topic remains incoherent. This paper adopted a stream-based systematic review approach to identify the underlying themes of the customer...
Paper Details
Title
Going on a journey: A review of the customer journey literature
Published Date
Mar 1, 2021
Volume
125
Pages
336 - 353
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