Becker, Larissa; Jaakkola, Elina; Halinen, Aino - In: Journal of Service Management 31 (2020) 4, pp. 767-790
Purpose: Customer experience research predominantly anchors the customer journey on a specific offering, implying an inherently firm-centric perspective. Attending calls for a more customer-centric approach, this study aims to develop a goal-oriented view of customer journeys....