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Effective customer journey design: consumers’ conception, measurement, and consequences

  • 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.

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Name:Kühnl, Christina
Erschienen in:Journal of the Academy of Marketing Science
Publisher:Springer Netherlands
Place of publication:Dordrecht
Document Type:Article
Year of Publication:2019
Tag:brand experience; customer journey; effective customer journey design; scale development; touchpoints
First Page:551
Last Page:568
Dewey Decimal Classification:330 Wirtschaft
Open Access:Nein
Licence (German):License Logo  Lizenzbedingungen Springer