Moving the stakeholder journey forward.

IF 9.5 1区管理学 Q1 BUSINESS

Journal of the Academy of Marketing Science Pub Date : 2023-01-01 DOI:10.1007/s11747-022-00878-3

Linda D Hollebeek, V Kumar, Rajendra K Srivastava, Moira K Clark

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引用次数: 11

Abstract

Though the customer journey (CJ) is gaining traction, its limited customer focus overlooks the dynamics characterizing other stakeholders' (e.g., employees'/suppliers') journeys, thus calling for an extension to the stakeholder journey (SJ). Addressing this gap, we advance the SJ, which covers any stakeholder's journey with the firm. We argue that firms' consideration of the SJ, defined as a stakeholder's trajectory of role-related touchpoints and activities, enacted through stakeholder engagement, that collectively shape the stakeholder experience with the firm, enhances their stakeholder relationship management and performance outcomes. We also view the SJ in a network of intersecting journeys that are characterized by interdependence theory's structural tenets of stakeholder control, covariation of interest, mutuality of dependence, information availability, and temporal journey structure, which we view to impact stakeholders' journey-based engagement and experience, as formalized in a set of Propositions. We conclude with theoretical (e.g., further research) and practical (e.g., SJ design/management) implications.

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推动涉众的旅程。

虽然客户旅程(CJ)正在获得动力，但其有限的客户关注点忽略了其他利益相关者(例如员工/供应商)旅程的动态特征，因此需要扩展利益相关者旅程(SJ)。为了解决这一差距，我们推出了SJ，它涵盖了任何利益相关者与公司的旅程。我们认为，公司对SJ的考虑，定义为利益相关者的角色相关接触点和活动轨迹，通过利益相关者参与制定，共同塑造了利益相关者与公司的经验，增强了他们的利益相关者关系管理和绩效结果。我们还将SJ视为一个交叉旅程网络，其特征是相互依赖理论的结构原则，即利益相关者控制、利益共变、相互依赖、信息可用性和时间旅程结构，我们认为这影响了利益相关者基于旅程的参与和经验，如一组命题所形式化的。我们总结了理论(例如，进一步的研究)和实践(例如，SJ设计/管理)的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of the Academy of Marketing Science BUSINESS-

CiteScore

30.00

自引率

7.10%

发文量

期刊介绍： JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.