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- W3200464824 abstract "Purpose This paper aims to define and frame the understanding of customer journeys, associated areas of consumer decision-making process stages and touch point categories based on an ownership perspective. Design/methodology/approach The research is based on a detailed literature review of customer journeys, in peer-reviewed marketing and retail journals, within the last decade. The Chartered Association of Business Schools (ABS) academic journal guide marketing discipline list was used because it only includes peer-reviewed journals, based on an internationally accepted quality ranked list. Findings The detailed analysis of the journals identified three groups of touch points (brand owned, partner owned/managed and outside the control of brand owner/partner) and three decision-making process stages (pre-purchase, purchase and post–purchase) that informed a clearer definition and understanding of the customer journey. Research limitations/implications Limitations concern the ABS database was used and a ten-year date period was selected, which may exclude some relevant journal articles, particularly those written in a language other than English. Originality/value The authors have provided a revised definition of customer journey, clarified the decision-making stages and subsequent categorisation of touch points from an ownership perspective." @default.
- W3200464824 created "2021-09-27" @default.
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- W3200464824 date "2021-09-21" @default.
- W3200464824 modified "2023-09-24" @default.
- W3200464824 title "Framing the customer journey: touch point categories and decision-making process stages" @default.
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- W3200464824 doi "https://doi.org/10.1108/ijrdm-08-2020-0296" @default.
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