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. Keywords Customer journey, customer value, customer-based brand equity, customer engagement, customer engagement value Received 26 October 2022; revised 3 January 2023; accepted 3 January 2023 7Department of Marketing and Reputation, University of Reading Henley Business School Greenlands Campus, Henley-on-Thames, England, United Kingdom 6Department of Business Administration, Reykjavik University, Menntavegur, Reykjavik, Iceland Corresponding author: Linda D. Hollebeek, Department of Business Administration, Vilnius University, Universiteto g. 3, Vilnius 01513, Lithuania. E-mail: linda.hollebeek@evaf.vu.lt 5Department of Marketing Management, University of Johannesburg, Johannesburg, South Africa 4Department of Business Administration, Lund University, Lund, Sweden 3Department of Business Administration, Umea University, Umeå, Sweden 2Department of Business Administration, Tallinn University of Technology, Tallinn, Estonia 1Department of Marketing, Vilnius University, Vilnius, Lithuania
Showing the abstract — retrieve the full paper via the Exa API.