Going on a journey: A assessment of the consumer journey literature

 

Customer journey has emerge as an increasingly more vital idea to apprehend complex purchaser behaviors and get insights into their studies. While the term has been utilized in numerous disciplines for the reason that Nineteen Nineties and its literature has grown more than sevenfold during the last eight years, expertise of the topic stays incoherent. This paper followed a stream-primarily based systematic review method to identify the underlying issues of the patron journey provided in the commercial enterprise literature as much as May 2020. 147 applicable papers were retrieved from Scopus, Web of Science and EBSCO for the evaluation. The quantitative content material analysis recognized 5 underlying topics of the customer journey, specifically, provider satisfaction, failure and recuperation, co-creation, patron reaction, channels and technological disruption. The outcomes section reviewed and mentioned every theme and its sub-subject matters in turn. The evaluation identified important gaps in the literature related to the important thing degrees of a customer journey.