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Customer journey value: a conceptual framework

Hollebeek, L., Urbonavicius, S., Sigurdsson, V., Arvola, R. and Clark, M. (2023) Customer journey value: a conceptual framework. Journal of Creating Value. ISSN 2454-213X (In Press)

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Though firms are making substantial investments in the customer journey (CJ), the return on these investments remains tenuous, yielding a critical need for enhanced CJ-related accountability. Addressing this gap, we develop the concept of customer journey value (CJV), defined as the perceived value of a customer’s journey to the customer and the firm, which facilitates the development of accountability in this regard. We also develop a social exchange theory-informed framework of CJV, which proposes customer- and firm-based customer engagement value (CEV) as core CJV antecedents. In turn, CJV is predicted to yield the customer-based consequences of attitudinal and behavioural brand loyalty, and the firm-based consequences of enhanced customer lifetime value, as formalised in a set of Propositions based on the framework. We conclude by outlining pertinent implications that arise from our analyses. Keywords: Customer journey; Customer value; Customer-based brand equity; Customer engagement; Customer engagement value. Paper type: Conceptual.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:109728

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