Understanding customer journey from the lenses of complexity theory

The present article develops an argument that conceptualizing the customer journey as a complex system provides both a systematic portrayal of the complex and holistic nature of customer experience and an opportunity to serve as an integrative framework for differing definitions in the service liter...

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Bibliographic Details
Published inThe Service industries journal Vol. 39; no. 11-12; pp. 820 - 835
Main Author Varnali, Kaan
Format Journal Article
LanguageEnglish
Published London Routledge 10.09.2019
Taylor & Francis Ltd
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ISSN0264-2069
1743-9507
DOI10.1080/02642069.2018.1445725

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Summary:The present article develops an argument that conceptualizing the customer journey as a complex system provides both a systematic portrayal of the complex and holistic nature of customer experience and an opportunity to serve as an integrative framework for differing definitions in the service literature. A comprehensive literature review reflecting the contemporary understanding of the concept of customer journey is presented. Theoretical and practical implications of adopting a complexity theory-based stance in customer experience research are discussed under five fundamental tenets of complexity theory.
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ISSN:0264-2069
1743-9507
DOI:10.1080/02642069.2018.1445725