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The quality of the customer journey has become a critical determinant of successful service delivery in contemporary business. Extant journey research focuses on the customer path to purchase, but pays less attention to the touchpoints related to service delivery and consumption that are key for understanding customer experiences in service-intensive contexts. The purpose of this study is to conceptualize service journey quality (SJQ), develop measures for the construct and study its key outcomes.

The study uses a discovery-oriented research approach to conceptualize SJQ by synthesizing theory and field-based insights from customer focus group discussions. Next, using consumer survey data (N = 278) from the financial services context, the authors develop measures for the SJQ. Finally, based on an additional survey dataset (N = 239), the authors test the nomological validity and predictive relevance of the SJQ.

SJQ comprises of three dimensions: (1) journey seamlessness, (2) journey personalization and (3) journey coherence. This study demonstrates that SJQ is a critical driver of service quality and customer loyalty in contemporary business. This study finds that the loyalty link is partially mediated through service quality, indicating that SJQ explains loyalty above and beyond service quality.

Since service quality only partially mediates the link between service journey quality and customer loyalty, future studies should examine alternative mediators, such as customer experience, for a more comprehensive understanding of the performance effects.

The study offers concrete tools for service managers who wish to understand and develop the quality of service journeys.

This study advances the service journey concept, demonstrates that the quality of the service journey is a critical driver of customer performance and provides rigorous journey constructs for future service research.

The purpose of this paper is to examine the customer decision-making journey of high involvement female fashion consumers in the context of omnichannel fashion retailing.

The research is qualitative in nature, using a multi-method approach consisting of focus groups, semi-structured interviews, online diaries and follow-up interviews, with grounded theory applied to analyse the data.

The results of the study include a framework to outline the stages of the omnichannel customer decision-making journey for young high involvement female fashion consumers. The findings also reveal that an omnichannel decision-making journey is the one that predicated on risk and that consumers employ specific strategies to avoid such risks.

Due to the nature of this research, the sample size is limited and may not be generalised. Data collection was confined to Manchester, UK.

Customer journey mapping enables practitioners to view the entire shopping experience through the eyes of the customer and enables retailers' fault-find issues within the customer and brand experience.

The paper advances knowledge about fashion and consumer behaviour. The customer decision journey framework maps the emotional experiences, devices and channels encountered by high-involvement fashion consumers across each stage of the omnichannel journey.

Investment in graduate education is costly in various ways so completion success is a big concern for universities and stakeholders. Largely the graduate educational landscape moves along a commonly structured path from acceptance to graduation. Despite many having successfully attained the award, the research literacies that signal doctoral achievement remain obscure and scholars continue to struggle with developing clear and tangible measures for the competencies that represent attainment of the degree. Feedback gathered from faculty at a large research institution through a series of semi-structured interviews illustrated the challenge departments have to effectively communicate what it takes to get through graduate education. As a result students still have a difficult time understanding the complexity of graduate training. This study views graduate education from the lens of intellectual journeys, as opposed to the research lifecycle, as a way of uncovering distinct disciplinary discourse practices and offering libraries critical points to align services using this framework.

The methodology is highly flexible and adaptable to many contexts besides graduate education. This study takes a different approach from previous studies in its framing of discussions with academic faculty, using journey maps, to focus on the intellectual journeys of graduate students. Faculty from different disciplines participated in one-on-one, hour-long interviews. Discussions were audio recorded, transcribed, and then coded into NVivo. Iterative review on the data continued until themes emerged. The data gathered were used to compile a detailed map of the processes and requirements that make up graduate education. This approach to the data helped to identify what faculty perceive as the greatest struggles for graduate students and provide evidence of the key places within the intellectual journeys of graduate students.

This paper provides a discussion of graduate student personas revealed through intellectual journeys, assesses the issues students encounter, shares critical time points and key places within these intellectual journeys where significant development occur, and suggests how libraries can and should connect with graduate committee members to establish missing support structures. Practical suggestions for library support are given for the areas where students struggle most. These critical services can be aligned to key developmental phases that will not only positively impact the time to completion but also retention.

First, the methodology discussed is highly flexible and adaptable to many contexts besides graduate education. Second, librarians adopting this methodology can generate their own editable journey maps not only to offer the most critical services but these tools also double as visual communication and negotiation tools for graduate students and their mentors during graduate training. Third, previous research has suggested that the most instrumental factor for graduate students completing their degree was the concept of forward progress. Framing the graduate experience and orienting library graduate support through the lens of disciplinary intellectual journeys achieves an action-oriented approach that supplements and addresses structural inequities by providing consequential support at meaningful points in a student’s journey thus allowing students to make forward progress and ultimately lead to faster completion rates.

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.

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.

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.

This study highlights the importance of looking at the consumers' higher-order goals to obtain a more holistic understanding of the customer journey.

Companies and organizations should extend their view beyond the immediate goals of their customers to identify relevant touchpoints and other customer journeys that affect the customer experience.

This study proposes 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.

This chapter examines the teaching practice of the author in the Faculty of Education, University of Malta, taking sessions in smart learning as part of technology-enhanced learning (TEL) study units in Bachelors of Education and Masters in Teaching and Learning degree programs between 2017 and 2019. My teaching sessions ran concurrent with undertaking separate doctoral research investigating how participants experience “smart learning journeys.” Smart learning journeys in the research were conceptualized as real-world journeys, with geo-spatially relevant points of interest forming a journey of locations related to a topic of learning, providing context-aware content via digital interactions. Research was not connected to teaching practice, though students who took TEL units also participated in the same smart learning journey activity as part of their syllabus.

Though teaching sessions were not part of my research, my classroom practice modified as a result of emerging research findings, and my teaching benefited as I gained deeper understanding about smart learning activities and the role of the learner in them. Using dialogic learning methods and techniques inspired from my research interview methodology, class sessions became noticeably more effective as students engaged directly in discovering their own learning from having participated in the smart learning journey.

The purpose of this study is to identify the practices used by service providers to manage the customer service experience (CSE) across multiple phases of the customer journey in a business-to-business (B2B) setting.

This study comprises an ethnography that investigates in real time, from a dyadic perspective, and the CSE management practices at two service providers operating in knowledge-intensive service industries over a period of eight months. Analytically, the study concentrates on critical events that occurred in phases of the customer journey that in some way alter CSE, thus making it necessary for service providers to act to keep their customers satisfied.

The study uncovers four types of service provider practices that vary based on the mode of organization (ad hoc or regular) and the mode of engagement (reactive or proactive) and based on whether they restore or bolster CSE, including the recurrence of these practices in the customer journey. These practices are conveniently presented in a circumplex typology of CSE management across five phases in the customer journey.

This paper advances the research in CSE management throughout the customer journey in the B2B context by showing that CSE management is dynamic, recurrent and multifaceted in the sense that it requires different modes of organization and engagement, notably during interaction with customers, in different phases of the customer journey.

The circumplex typology acts as a tool for service providers, helping them to redesign their CSE management practices in ongoing service and dialogical processes to keep their customers more engaged and satisfied.

This paper is the first to infuse a dyadic stance into the ongoing discussion of CSE management practices in B2B, in which studies to date have deployed only provider or customer perspectives. In proposing a microlevel view, the study identifies service providers' CSE management practices in multiple customer journey phases, especially when the situation becomes critical.

Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the prepurchase stage, showing the role service brand awareness and service brand retrieval play before customer experiences and relationships can be established.

The research presents and empirically examines a new framework that links service brand awareness and service brand retrieval to key “battlegrounds” in the prepurchase stage of the customer journey: entry into the Awareness Set, Consideration Set and Repertoire Set. The empirical work draws on data from both services and goods markets from two UK-based consumer surveys (N = 771 and N = 270, respectively).

The findings indicate that, prepurchase, service brands compete most intensively to establish and reinforce a broad array of memory associations, rather than a specific corporate or brand image.

To improve the generalizability of the conclusions drawn, the findings of this study should be replicated in additional service categories and consumer samples.

The findings translate into novel, long-term strategies for the management of service brands at the prepurchase stage of the customer journey, especially opportunities for effective and creative marketing communications.

This study contributes to marketing research and practice by introducing the notion of service brand retrieval and highlighting its role, together with service brand awareness and prepurchase.

This paper aims to define and frame the understanding of customer journeys, associated areas of consumer decision-making process stages and touch point categories based on an ownership perspective.

The research is based on a detailed literature review of customer journeys, in peer-reviewed marketing and retail journals, within the last decade. The Chartered Association of Business Schools (ABS) academic journal guide marketing discipline list was used because it only includes peer-reviewed journals, based on an internationally accepted quality ranked list.

The detailed analysis of the journals identified three groups of touch points (brand owned, partner owned/managed and outside the control of brand owner/partner) and three decision-making process stages (pre-purchase, purchase and post–purchase) that informed a clearer definition and understanding of the customer journey.

Limitations concern the ABS database was used and a ten-year date period was selected, which may exclude some relevant journal articles, particularly those written in a language other than English.

The authors have provided a revised definition of customer journey, clarified the decision-making stages and subsequent categorisation of touch points from an ownership perspective.

Consumer forgiveness is an important concept in service failure and recovery research. To advance knowledge and develop future research agenda in this domain, this paper provides a systematic review of the literature on factors influencing consumer forgiveness while adopting the customer journey perspective.

Using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, a systematic literature review (SLR) was conducted of 102 peer-reviewed journal articles, on factors influencing consumer forgiveness, published between January 2000 and December 2020.

The authors' analysis offers a detailed account of the factors influencing consumer forgiveness across the three stages of the service journey: pre-transgression, transgression and recovery. From the review, the authors identified significant gaps relating to the interactions between the relevant factors influencing forgiveness throughout the various stages of the consumer service journey. Based on the findings, the authors offer several research questions to help managers optimize customer forgiveness following a service failure throughout each stage of consumer service journey.

The authors' review synthesizes the literature on factors contributing to consumer forgiveness and integrates these factors into the customer service journey. The authors' findings inform directions for future research and provide insights regarding the measures that service providers should take to understand and encourage consumer forgiveness.

The objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information in online and offline channels and purchasing the product online).

The problem-solving theory and experiential marketing perspective are the theoretical background that enables the establishment of five hypotheses. A survey is conducted on multiroomers who had purchased a product online, following an online and offline research journey.

The results showed that OCJD directly and indirectly (through online consumer experience) influences e-satisfaction. Females and younger individuals exhibited higher levels of e-satisfaction.

First, this research analyzes consumers' multichannel search strategies. Second, the consumer journey is incorporated into the study of multichannel retailing. Third, an emergent typology of cross-channel free-riding behavior is analyzed: multirooming.