Customer engagement
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Customer journeys have become the state-of-the-art concept for understanding customer behaviors in a customer-centric way (Jaakkola and Terho, 2021; Becker et al., 2020; Akaka and Schau, 2019). Customer journeys are commonly defined as a series of firm- or offering-related touchpoints that customers interact with during their purchase and usage processes (Becker and Jaakkola, 2020; Lemon…
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Abstract Purpose Existing research on customer journeys has tended to focus on the customer’s purchase decision-making and firm-controlled touchpoints, overlooking indirect touchpoints where customer resources and behaviors influence the firm and other actors, beyond financial patronage. This article develops the concept of engagement journeys and discusses their implications on journey design and management. Design/methodology/approach This…
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