TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
A1  - Kühnl, Christina
A1  - Jozic, Danijel
A1  - Homburg, Christian
T1  - Effective customer journey design: consumers’ conception, measurement, and consequences
JF  - Journal of the Academy of Marketing Science
N2  - Recently, practitioners have begun appraising an effective customer journey design (CJD) as an important source of customer value in increasingly complex and digitalized consumer markets. Research, however, has neither investigated what constitutes the effectiveness of CJD from a consumer perspective nor empirically tested how it affects important variables of consumer behavior. The authors define an effective CJD as the extent to which consumers perceive multiple brand-owned touchpoints as designed in a thematically cohesive, consistent, and context-sensitive way. Analyzing consumer data from studies in two countries (4814 consumers in total), they provide evidence of the positive influence of an effective CJD on customer loyalty through brand attitude — over and above the effects of brand experience. Importantly, an effective CJD more strongly influences utilitarian brand attitudes, while brand experience more strongly affects hedonic brand attitudes. These underlying mechanisms are also prevalent when testing for the contingency factors services versus goods, perceived switching costs, and brand involvement.
KW  - effective customer journey design
KW  - touchpoints
KW  - customer journey
KW  - brand experience
KW  - scale development
Y1  - 2019
SN  - 0092-0703
SS  - 0092-0703
U6  - https://doi.org/10.1007/s11747-018-00625-7
DO  - https://doi.org/10.1007/s11747-018-00625-7
VL  - 47
IS  - 3
SP  - 551
EP  - 568
S1  - 18
PB  - Springer Science + Business Media
CY  - New York
ER  -