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Customer journey value: a conceptual framework

Hollebeek, L. D., Urbonavicius, S., Sigurdsson, V., Arvola, R. and Clark, M. K. (2023) Customer journey value: a conceptual framework. Journal of Creating Value, 9 (1). pp. 8-26. ISSN 2454-213X

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To link to this item DOI: 10.1177/23949643231157155


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 formalized in a set of propositions based on the framework. We conclude by outlining pertinent implications that arise from our analyses.

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


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