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Linda Hollebeek

Visiting professor

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Customer Journey Value: A Conceptual Framework

Author

  • Linda Hollebeek
  • Sigitas Urbonavicius
  • Valdimar Sigurdsson
  • René Arvola
  • Moira K. Clark

Summary, in English

Though firms are making substantial investments in the customer journey (CJ), the return on these investments remains tenuous, yielding a critical need for enhanced CJ-related accountability. Addressing this gap, we develop the concept of ‘customer journey value’ (CJV), defined as the perceived value of a customer’s journey to the customer and the firm, which facilitates the development of accountability in this regard. We also develop a social exchange theory-informed framework of CJV, which proposes customer- and firm-based customer engagement value (CEV) as core CJV antecedents. In turn, CJV is predicted to yield the customer-based consequences of attitudinal and behavioural brand loyalty and the firm-based consequences of enhanced customer lifetime value, as formalized in a set of propositions based on the framework. We conclude by outlining pertinent implications that arise from our analyses.

Department/s

  • Marketing

Publishing year

2023-05-31

Language

English

Pages

8-26

Publication/Series

Journal of Creating Value

Volume

9

Issue

1

Document type

Journal article

Publisher

SAGE Publications

Topic

  • Business Administration

Status

Published

ISBN/ISSN/Other

  • ISSN: 2394-9643