{"title":"Customer journey partitioning: A customer-centric conceptualization beyond stages and touchpoints","authors":"Bernd F. Reitsamer , Larissa Becker","doi":"10.1016/j.jbusres.2024.114745","DOIUrl":null,"url":null,"abstract":"<div><p>Understanding customer experiences through customer journeys has become a managerial priority. The customer experience literature divides customer journeys into stages, but these divisions disregard the customer’s perspective. Research has shown that individuals partition extended processes—such as customer journeys—into events, thereby influencing how they subsequently remember their experiences. Therefore, this paper seeks to conceptualize customer journey partitioning and its influence on the remembered experience. Based on the event segmentation and experienced utility literature, we propose that customers partition their journeys when they encounter distinctive changes, and that the interaction of customer journey partitioning and the sequence of lived experiences influences the remembered experience. We then discuss implications for customer journey design and present boundary conditions that provide nuance to these implications. This paper contributes to the customer experience literature by conceptualizing customer journey partitioning, understanding its influence on the remembered experience, and proposing new dimensions for customer journey design.</p></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":null,"pages":null},"PeriodicalIF":10.5000,"publicationDate":"2024-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0148296324002492/pdfft?md5=ec53a98cb6c0d801c1d2254b6411127a&pid=1-s2.0-S0148296324002492-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296324002492","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Understanding customer experiences through customer journeys has become a managerial priority. The customer experience literature divides customer journeys into stages, but these divisions disregard the customer’s perspective. Research has shown that individuals partition extended processes—such as customer journeys—into events, thereby influencing how they subsequently remember their experiences. Therefore, this paper seeks to conceptualize customer journey partitioning and its influence on the remembered experience. Based on the event segmentation and experienced utility literature, we propose that customers partition their journeys when they encounter distinctive changes, and that the interaction of customer journey partitioning and the sequence of lived experiences influences the remembered experience. We then discuss implications for customer journey design and present boundary conditions that provide nuance to these implications. This paper contributes to the customer experience literature by conceptualizing customer journey partitioning, understanding its influence on the remembered experience, and proposing new dimensions for customer journey design.
期刊介绍:
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.