Effective customer journey design: consumers’ conception, measurement, and consequences

Kühnl, Christina ; Jozic, Danijel ; Homburg, Christian

DOI: https://doi.org/10.1007/s11747-018-00625-7
URL: https://link.springer.com/article/10.1007/s11747-0...
Additional URL: https://www.researchgate.net/publication/330230247...
Document Type: Article
Year of publication: 2019
The title of a journal, publication series: Journal of the Academy of Marketing Science
Volume: 47
Issue number: 3
Page range: 551-568
Place of publication: New York, NY
Publishing house: Springer Science + Business Media LLC
ISSN: 0092-0703 , 1552-7824
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 650 Management
Abstract: Recently, practitioners have begun appraising an effective customer journey design (CJD) as an important source of customer value in increasingly complex and digitalized consumer markets. Research, however, has neither investigated what constitutes the effectiveness of CJD from a consumer perspective nor empirically tested how it affects important variables of consumer behavior. The authors define an effective CJD as the extent to which consumers perceive multiple brand-owned touchpoints as designed in a thematically cohesive, consistent, and context-sensitive way. Analyzing consumer data from studies in two countries (4814 consumers in total), they provide evidence of the positive influence of an effective CJD on customer loyalty through brand attitude—over and above the effects of brand experience. Importantly, an effective CJD more strongly influences utilitarian brand attitudes, while brand experience more strongly affects hedonic brand attitudes. These underlying mechanisms are also prevalent when testing for the contingency factors services versus goods, perceived switching costs, and brand involvement.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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