Framing the customer journey : touch point categories and decision-making process stages
Purpose: This paper aims to define and frame the understanding of customer journeys, associated areas of consumer decision-making process stages and touch point categories based on an ownership perspective. Design/methodology/approach: The research is based on a detailed literature review of customer journeys, in peer-reviewed marketing and retail journals, within the last decade. The Chartered Association of Business Schools (ABS) academic journal guide marketing discipline list was used because it only includes peer-reviewed journals, based on an internationally accepted quality ranked list. Findings: The detailed analysis of the journals identified three groups of touch points (brand owned, partner owned/managed and outside the control of brand owner/partner) and three decision-making process stages (pre-purchase, purchase and post–purchase) that informed a clearer definition and understanding of the customer journey. Research limitations/implications: Limitations concern the ABS database was used and a ten-year date period was selected, which may exclude some relevant journal articles, particularly those written in a language other than English. Originality/value: The authors have provided a revised definition of customer journey, clarified the decision-making stages and subsequent categorisation of touch points from an ownership perspective.
Year of publication: |
2021
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Authors: | Towers, Angela ; Towers, Neil |
Published in: |
International Journal of Retail & Distribution Management. - Emerald, ISSN 0959-0552, ZDB-ID 2032071-1. - Vol. 50.2021, 3 (21.09.), p. 317-341
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Publisher: |
Emerald |
Saved in:
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