Toward a goal-oriented view of customer journeys

Abstract

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</p><p><b>Purpose:</b> Customer experience research predominantly anchors the customer journey on a specific offering, implying an inherently firm-centric perspective. Attending calls for a more customer-centric approach, this study aims to develop a goal-oriented view of customer journeys. </p>

<p><b>Design/methodology/approach:</b> This study interprets the results of a phenomenological study of a transformative journey toward a sober life with the self-regulation model of behavior to advance understanding of customer journeys.</p>

<p><b>Findings:</b> The consumer’s journey toward a higher-order goal encompasses various customer journeys toward subordinate goals, through which consumers engage in iterative cognitive and behavioral processes to adjust or maintain their experienced situation vis-à-vis the goal. Experiences drive behavior toward the goal. It follows that negative experiences may contribute to goal attainment.</p>

<p><b>Research limitations/implications:</b> This study highlights the importance of looking at the consumers’ higher-order goals to obtain a more holistic understanding of the customer journey. <b>Practical implications:</b> Companies and organizations should extend their view beyond the immediate goals of their customers to identify relevant touchpoints and other customer journeys that affect customer experience.</p>

<p><b>Originality/value:</b> This study proposes a conceptualization of the customer journey, comprising goal-oriented processes at different hierarchical levels, and it demonstrates how positive and negative customer experiences spur behaviors toward the higher-order consumer goal. This conceptualization enables a more customer-centric perspective on journeys. </p>