Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 8-26 |
| Number of pages | 19 |
| Journal | Journal of Creating Value |
| Volume | 9 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 31 May 2023 |
Bibliographical note
Funding Information: The authors thank The Icelandic Centre for Research (RANNIS) for partially funding this study (Grant Number 218235-051). Publisher Copyright: © The Author(s) 2023.Other keywords
- Customer journey
- customer engagement
- customer engagement value
- customer value
- customer-based brand equity