Integrating Satisfaction and Cultural Background in the Customer Journey: A Method Development and Test. Issue 2 (15th March 2017)

• Record Type: Journal Article
• Authors: Canfield, Daniel de Salles; Basso, Kenny
• Is Part Of: Journal of international consumer marketing. Volume 29:Issue 2(2017)
• Page Start: 104
• Page End: 117
• Publication Date: 2017-03-15
• Subjects: Cultural background -- customer journey -- customer satisfaction; Marketing research -- Periodicals; Foreign trade promotion -- Periodicals; 658.8405
• DOI: 10.1080/08961530.2016.1261647
• Languages: English
• ISSNs: 0896-1530

Abstract

ABSTRACT: The purpose of this study was to develop and test a method to map the customer journey along the service process, integrating customer satisfaction and cultural background, and to improve the managerial applications of the customer journey method. This research applied a sequential mixed-method approach, with 34 clients participating in an observation technique and 6 customers participating in a semi-structured interview to define the restaurant customer journey and the influence of the Brazilian culture. Based on the results, an internet-mediated questionnaire was conducted among 131 participants to measure the customer satisfaction of the entire customer journey.