Unravelling the customer journey

A conceptual framework and research agenda

Bibliographic Data

ID21404456
AuthorsCristina Mele (0000-0002-8353-8150, Federico II University Hospital), Linda D Hollebeek (0000-0002-1282-0319, Tallinn University of Technology), Irene Di Bernardo (0000-0001-9203-7692, Federico II University Hospital, corresponding author), Tiziana Russo Spena (0000-0002-1732-6029, Federico II University Hospital)
Year2025
Volume211
Pages123916
Publication date2025-02-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueTechnological Forecasting and Social Change (JOURNAL)
Journal identifiersISSN: 0040-1625 • E-ISSN: 1873-5509
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.techfore.2024.123916
OpenAlexW4404947188
LanguageEN
Citations received3
References cited102

While customer journey (CJ) research proliferates, prior studies have adopted different CJ conceptualisations, theoretical perspectives, and methods, fostering fragmentation in CJ research. Addressing this literature-based tension or gap, we systematically map the corpus of CJ literature to uncover its intellectual structure, reducing the rising fragmentation observed in this topic area. Specifically, we chart the CJ literature's evolutionary path and central themes in the period of 2001–2023. Using bibliometric- and thematic analysis, we identify six main CJ themes, including the CJ-based customer experience, CJ-based customer behaviour, CJ-based design, CJ-based smart technology, CJ-based social media, and CJ mapping, which collectively depict the CJ's intellectual structure in the study period. We also develop a conceptual framework of the CJ, which includes the focal concept and its key antecedents, mediators, moderators, and consequences. We conclude by outlining important theoretical and practical implications that arise from our analyses, and by offering an agenda for further CJ research. • The study systematically maps customer journey (CJ) research from 2001–2023, identifying six key CJ themes. • A conceptual framework of the CJ is proposed, highlighting its antecedents, mediators, moderators, and outcomes. • Bibliometric and thematic analyses reveal the evolution and intellectual structure of CJ research

Business · Conceptual framework · Data science · Economics · Knowledge management · Management science · Process management · Social science · Sociology · Computer Science · Consumer Retail Behavior Studies · Customer Service Quality and Loyalty · Digital Marketing and Social Media

Tools

Open DOIOpen Access