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Linda Hollebeek
Visiting professor
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Customer Journey Value: A Conceptual Framework
Author
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