Purpose: Customer journeys have become an increasingly important topic in service management and design. The purpose of this paper is to review customer journey terminology and approaches within the research literature prior to 2013, mainly from the fields of design, management, and marketing....

Purpose The purpose of this paper is to propose a framework based on customer journeys for a structured portrayal of service delivery from the customer’s point of view. The paper also introduces customer journey analysis (CJA) for empirical investigation of individual service experiences in a...