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dc.contributor.authorFølstad, Asbjørn
dc.contributor.authorKvale, Knut
dc.date.accessioned2018-02-09T13:31:14Z
dc.date.available2018-02-09T13:31:14Z
dc.date.created2018-02-08T11:19:53Z
dc.date.issued2018
dc.identifier.citationJournal of service theory and practice, 2018, 28, (2), pagesnb_NO
dc.identifier.issn2055-6225
dc.identifier.urihttp://hdl.handle.net/11250/2483763
dc.description.abstractPurpose – Customer journeys has become an increasingly important topic in service management and design. The study reviews customer journey terminology and approaches within the research literature prior to 2013, mainly from the fields of design, management, and marketing. Design/methodology/approach - The study was conducted as a systematic literature review. Searches in Google Scholar, Scopus, Web of Knowledge, ACM Digital Library, and ScienceDirect identified 45 papers for analysis. The papers were analysed with respect to customer journey terminology and approaches, the relation to customer experience, the referenced background, and the use of visualizations. Findings – Across the reviewed literature, customer journeys are described not only as a means to take the viewpoint of the customer, but also to reach insight into their experiences. A rich and at times incoherent customer journey terminology is analysed and discussed, as are two emerging customer journey approaches: customer journey mapping (analysis of a service process "as is") and customer journey proposition (generative activities leading towards a possible service "to be"). Research limitations/implications – The review is limited to analysing and making claims on research papers that explicitly apply the term customer journey. In most of the reviewed papers, customer journeys are not the main object of interest but are discussed as one of several topics. Practical implications - A nuanced discussion of customer journey terminology and approaches is provided, supporting the practical application of a customer journey perspective. Originality/value - The review contributes a needed common basis for future customer journey research and practice.nb_NO
dc.language.isoengnb_NO
dc.relation.urihttp://www.emeraldinsight.com/doi/full/10.1108/JSTP-11-2014-0261
dc.titleCustomer Journeys: A Systematic Literature Reviewnb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.description.versionacceptedVersionnb_NO
dc.source.pagenumber196-227nb_NO
dc.source.journalJournal of service theory and practicenb_NO
dc.identifier.doihttps://doi.org/10.1108/JSTP-11-2014-0261
dc.identifier.cristin1563139
dc.relation.projectNorges forskningsråd: 235526nb_NO
cristin.unitcode7401,90,12,0
cristin.unitnameNettbaserte systemer og tjenester
cristin.ispublishedtrue
cristin.fulltextpostprint
cristin.qualitycode1


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