Understanding customer journey from the lenses of complexity theory. Issue 11 (10th September 2019)

• Record Type: Journal Article
• Authors: Varnali, Kaan
• Is Part Of: Service industries journal. Volume 39:Issue 11/12(2019)
• Page Start: 820
• Page End: 835
• Publication Date: 2019-09-10
• Subjects: Customer journey -- complexity theory -- customer experience -- service design -- customer experience management; 客户旅程 -- 复杂性理论 -- 客户体验 -- 服务设计 -- 客户体验管理; Service industries -- Periodicals; Service industries -- Great Britain -- Periodicals; 338.4
• DOI: 10.1080/02642069.2018.1445725
• Languages: English
• ISSNs: 0264-2069

Abstract

ABSTRACT: The present article develops an argument that conceptualizing the customer journey as a complex system provides both a systematic portrayal of the complex and holistic nature of customer experience and an opportunity to serve as an integrative framework for differing definitions in the service literature. A comprehensive literature review reflecting the contemporary understanding of the concept of customer journey is presented. Theoretical and practical implications of adopting a complexity theory-based stance in customer experience research are discussed under five fundamental tenets of complexity theory.