Guide Journal of a Journey

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CJA seems effective in revealing problematic and incoherent service delivery that may result in unfavorable customer experiences. For a service company, the proposed framework may serve as a unifying language to ease cross-departmental communication and approach service quality in a systematic way. CJA discloses the gap between the planned and actual service delivery and can be used as a tool for service improvement.

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The framework provides concepts, definitions, and a visual notation to structure and manage services in terms of customer journeys. CJA is a novel method for empirical studies of the service delivery process and the associated customer experience. The authors would like to thank all the involved persons for their contributions and support in developing the customer journey framework and the toolbox. Halvorsrud, R. Emerald Group Publishing Limited. Please share your general feedback. You can start or join in a discussion here. Visit emeraldpublishing.


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Findings The paper provides empirical insights into individual customer journeys. Practical implications For a service company, the proposed framework may serve as a unifying language to ease cross-departmental communication and approach service quality in a systematic way.

Journey Journal: Full Review (2019)

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