Many companies try to adopt a service-oriented perspective when developing new offerings by posing the question of how the creation of value jointly with customers can be improved. This requires a holistic view of customers beyond retrospective methods such as surveys. Observations of everyday...

There is extensive academic literature about service satisfaction, business performance analysis, and management research of leisure farms, but there are still many problems and room for development on how to create customer journey maps for diversified leisure farms and also on service...