Toward a goal-oriented view of customer journeys

Larissa Becker*, Elina Jaakkola, Aino Halinen

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

30 Citations (Scopus)


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.
Research limitations/implications
This study highlights the importance of looking at the consumers' higher-order goals to obtain a more holistic understanding of the customer journey.
Practical implications
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.
Original languageEnglish
Peer-reviewed scientific journalJournal of Service Management
Issue number4
Pages (from-to)767-790
Publication statusPublished - 2020
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • customer experience
  • customer journey
  • consumer journey
  • self-regulation model
  • goals


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