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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Published in | The Service industries journal Vol. 39; no. 11-12; pp. 820 - 835 |
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Main Author | |
Format | Journal Article |
Language | English |
Published |
London
Routledge
10.09.2019
Taylor & Francis Ltd |
Subjects | |
Online Access | Get full text |
ISSN | 0264-2069 1743-9507 |
DOI | 10.1080/02642069.2018.1445725 |
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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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Bibliography: | ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 14 |
ISSN: | 0264-2069 1743-9507 |
DOI: | 10.1080/02642069.2018.1445725 |