Toward a goal-oriented view of customer journeys

Larissa Becker*, Elina Jaakkola, Aino Halinen

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

30 Citeringar (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.
Referentgranskad vetenskaplig tidskriftJournal of Service Management
Sidor (från-till)767-790
StatusPublicerad - 2020
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift


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