Consumer Journey Study Trends : A Systematic Mapping Study
DOI:
https://doi.org/10.30588/jmp.v15i2.2108Keywords:
consumer journey, content analysis, future studies, study trend, systematic mapping studyAbstract
This study aimed to collect information on consumer journey studies published in Scopus, Emerald Insight, and ScienceDirect from 2013 to 2023. In addition, the procedures were carried out using the principles of content analysis and a systematic mapping study mechanism, with seven aspects of analysis. A total of 60 articles were analyzed, and significant fluctuations were observed. The results showed that the highest number of articles was produced in 2019 and 2022, with the most productive countries being the United Kingdom (UK) and the United States. The study's predominant focus was consumer journey channels, with retail as the most significant locus. The results revealed that most articles used qualitative study methods, content, and thematic data analysis techniques, and an exploratory design. Consumer journey research has several important novelties for future studies. First, increased investment and international collaboration are needed to advance research in less-developed countries. Second, the future of this research includes technology personalization, studies of cultural, social, and inter-generational differences, and longitudinal studies. Third, research locations such as art festivals, hotels, and banks present great opportunities for exploration. Fourth, mixed methods were suitable due to their flexibility and depth of analysis. Fifth, exploratory methods are very effective for uncovering new aspects.
References
AbedRabbo, M., Hart, C., Ellis-Chadwick, F., & AlMala, Z. (2022). Towards rebuilding the highstreet: Learning from customers’ town centre shopping journeys. Journal of Retailing and Consumer Services, 64(September 2021), 102772. https://doi.org/10.1016/j.jretconser.2021.102772
Azemi, Y., Ozuem, W., Wiid, R., & Hobson, A. (2022). Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels. Journal of Retailing and Consumer Services, 66(January). https://doi.org/10.1016/j.jretconser.2022.102944
Becker, L., Jaakkola, E., & Halinen, A. (2020). Toward a goal-oriented view of customer journeys. Journal of Service Management, 31(4), 767–790. https://doi.org/10.1108/JOSM-11-2019-0329
Brown, B. J., & Clow, J. E. (2008). Introduction Business. In The McGraw-Hill Companies, Inc. (Vol. 86, Issue 10). The McGraw-Hill Companies, Inc. http://www.ias.ac.in/currsci/may252004/1355.pdf
Cheng, M., Anderson, C. K., Zhu, Z., & Choi, S. C. (2018). Service online search ads: from a consumer journey view. Journal of Services Marketing, 32(2), 126–141. https://doi.org/10.1108/JSM-06-2016-0224
Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The Consumer Decision Journey. McKinsey Quarterly 2009, 5(2), 8–21. https://doi.org/10.1108/EUM0000000005155
Cuomo, M. T., Tortora, D., Foroudi, P., Giordano, A., Festa, G., & Metallo, G. (2021). Digital transformation and tourist experience co-design: Big social data for planning cultural tourism. Technological Forecasting and Social Change, 162(June 2020), 120345. https://doi.org/10.1016/j.techfore.2020.120345
de Bellis, E., & Venkataramani Johar, G. (2020). Autonomous Shopping Systems: Identifying and Overcoming Barriers to Consumer Adoption. Journal of Retailing, 96(1), 74–87. https://doi.org/10.1016/j.jretai.2019.12.004
Del Bucchia, C., Lancelot Miltgen, C., Russell, C. A., & Burlat, C. (2021). Empowerment as latent vulnerability in techno-mediated consumption journeys. Journal of Business Research, 124(March), 629–651. https://doi.org/10.1016/j.jbusres.2020.03.014
Dharmmesta, B. S. (1999). Riset Konsumen dalam Pengembangan Teori Perilaku Konsumen dan Masa Depannya. Jurnal Ekonomi dan Bisnis Indonesia, 14(1), 15.
Dhiman, N., Jamwal, M., & Kumar, A. (2023). Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools. Journal of Business Research, 167(June), 114142. https://doi.org/10.1016/j.jbusres.2023.114142
Efimov, V. S., & Laptevа, A. V. (2020). Formation of Leading Universities: World Practice and Russian Perspective. Journal of Siberian Federal University - Humanities and Social Sciences, 13(6), 860–875. https://doi.org/10.17516/1997-1370-0500
Ertz, M., Jo, M.-S., Kong, Y., & Sarigöllü, E. (1998). Predicting m-shopping in the two largest m-commerce markets: The US and China. Denki Kagaku Oyobi Kogyo Butsuri Kagaku, 66(8), 778–784. https://doi.org/10.5796/kogyobutsurikagaku.66.778
Furquim, T. S. G., da Veiga, C. P., Veiga, C. R. P. da, & Silva, W. V. da. (2023). The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 79–104. https://doi.org/10.3390/jtaer18010005
Gundala, R. R., & Singh, A. (2021). What motivates consumers to buy organic foods? Results of an empirical study in the United States. PLoS ONE, 16(9 September), 1–17. https://doi.org/10.1371/journal.pone.0257288
Gajjar, N. B. (2013). Factors Affecting Consumer Behavior. International Journal of Research In Humanities and Social Sciences, 1(2), 10–15.
Garaus, M., & Hudáková, M. (2022). The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline. Journal of Air Transport Management, 103(June). https://doi.org/10.1016/j.jairtraman.2022.102249
George, M., & Wakefield, K. L. (2018). Modeling the consumer journey for membership services. Journal of Services Marketing, 32(2), 113–125. https://doi.org/10.1108/JSM-03-2017-0071
Grewal, D., Herhausen, D., Ludwig, S., & Villarroel Ordenes, F. (2022). The Future of Digital Communication Research: Considering Dynamics and Multimodality. Journal of Retailing, 98(2), 224–240. https://doi.org/10.1016/j.jretai.2021.01.007
Hajdas, M., Radomska, J., & Silva, S. C. (2022). The omni-channel approach: A utopia for companies? Journal of Retailing and Consumer Services, 65(May 2019), 102131. https://doi.org/10.1016/j.jretconser.2020.102131
Halvorsrud, R., Kvale, K., & Følstad, A. (2016). Improving service quality through customer journey analysis. Journal of Service Theory and Practice, 26(6), 840–867. https://doi.org/10.1108/JSTP-05-2015-0111
Hamilton, R., Ferraro, R., Haws, K. L., & Mukhopadhyay, A. (2021). Traveling with Companions: The Social Customer Journey. Journal of Marketing, 85(1), 68–92. https://doi.org/10.1177/0022242920908227
Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty Formation for Different Customer Journey Segments. Journal of Retailing, 95(3), 9–29. https://doi.org/10.1016/j.jretai.2019.05.001
Holliday, N., Ward, G., & Fielden, S. (2015). Understanding younger older consumers’ needs in a changing healthcare market-supporting and developing the consumer market for electronic assisted living technologies. International Journal of Consumer Studies, 39(4), 305–315. https://doi.org/10.1111/ijcs.12192
Homburg, C., & Tischer, M. (2023). Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance. Journal of the Academy of Marketing Science, 51(5), 1046–1074. https://doi.org/10.1007/s11747-023-00923-9
Hosseini, S., Merz, M., Röglinger, M., & Wenninger, A. (2018). Mindfully going omni-channel: An economic decision model for evaluating omni-channel strategies. Decision Support Systems, 109, 74–88. https://doi.org/10.1016/j.dss.2018.01.010
Hsia, T. L., Wu, J. H., Xu, X., Li, Q., Peng, L., & Robinson, S. (2020). Omnichannel retailing: The role of situational involvement in facilitating consumer experiences. Information and Management, 57(8). https://doi.org/10.1016/j.im.2020.103390
Hudson, S., & Hudson, R. (2013). Engaging with consumers using social media: A case study of music festivals. International Journal of Event and Festival Management, 4(3), 206–223. https://doi.org/10.1108/IJEFM-06-2013-0012
Jervis, M., & Drake, M. (2014). The Use of Qualitative Research Methods in Quantitative Science: A Review. Journal of Sensory Studies, 29, 234-247. https://doi.org/10.1111/JOSS.12101.
Kakalejčík, L., Bucko, J., & Danko, J. (2020). Impact of direct traffic effect on online sales. Journal of Research in Interactive Marketing, 14(1), 17–32. https://doi.org/10.1108/JRIM-01-2019-0012
Kalbach, J. (2016). Mapping Experiences. https://books.google.com/books?id=j8U_rgEACAAJ&pgis=1
Kokins, G., Straujuma, A., & Lapina, I. (2021). The role of consumer and customer journeys in customer experience driven and open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(3). https://doi.org/10.3390/joitmc7030185
Kostyk, A., & Sheng, J. (2023). VR in customer-centered marketing: Purpose-driven design. Business Horizons, 66(2), 225–236. https://doi.org/10.1016/j.bushor.2022.06.005
Kotler, P. (2016). Marketing 4.0 (Vol. 6, Issue August).
Kovacs, I. (2021). Perceptions and attitudes of generation z consumers towards sustainable clothing: Managerial implications based on a summative content analysis. Polish Journal of Management Studies, 23(1), 257–276. https://doi.org/10.17512/pjms.2021.23.1.16
Kuehnl, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design consumers’ conception, measurement, and consequences.pdf.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217–232. https://doi.org/10.1002/cb.2118
Lim, X. J., Cheah, J. H., Dwivedi, Y. K., & Richard, J. E. (2022). Does retail type matter? Consumer responses to channel integration in omni-channel retailing. Journal of Retailing and Consumer Services, 67(January), 102992. https://doi.org/10.1016/j.jretconser.2022.102992
Lundin, L., & Kindström, D. (2023). Digitalizing customer journeys in B2B markets. Journal of Business Research, 157(December 2021). https://doi.org/10.1016/j.jbusres.2022.113639
Lynch, S., & Barnes, L. (2020). Omnichannel fashion retailing: examining the customer decision-making journey. Journal of Fashion Marketing and Management, 24(3), 471–493. https://doi.org/10.1108/JFMM-09-2019-0192
Lyu, J. (Daisy), Krasonikolakis, I., & Chen, C. H. (Steve). (2023). Unlocking the shopping myth: Can smartphone dependency relieve shopping anxiety? – A mixed-methods approach in UK Omnichannel retail. Information and Management, 60(5), 103818. https://doi.org/10.1016/j.im.2023.103818
Meyrick, J. (2006). What is Good Qualitative Research?. Journal of Health Psychology, 11, 799 - 808. https://doi.org/10.1177/1359105306066643
Mikalef, P., Sharma, K., Chatterjee, S., Chaudhuri, R., Parida, V., & Gupta, S. (2023). All eyes on me: Predicting consumer intentions on social commerce platforms using eye-tracking data and ensemble learning. Decision Support Systems, 175(June), 114039. https://doi.org/10.1016/j.dss.2023.114039
Mikolajová, K., & Olšanová, K. (2017). How to engage children into the world of traditional car brands? Exploration of specific touchpoints between future buyers in the car industry and established brands. Central European Business Review, 6(3), 27–40. https://doi.org/10.18267/J.CEBR.184
Moriarty, J. (2022). Business Ethics. In P. K. Moser (Ed.), Taylor & Francis. Taylor & Francis. http://www.nber.org/papers/w16019
Nakata, C., Izberk-bilgin, E., & Sharp, L. (2017). Chronic illness medication compliance a liminal and contextual consumer journey.pdf. Ournal of the Academy of Marketing Science.
Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749–759. https://doi.org/10.1108/JCM-10-2019-3450
Nichifor, E., Lixandroiu, R. C., Chiţu, I. B., Bratucu, G., & Trifan, A. (2021). How does mobile page speed shape in-between touchpoints in the customer journey? A research regarding the most trusted retailers in Romania. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1369–1389. https://doi.org/10.3390/jtaer16050077
Nyström, A. G., & Mickelsson, K. J. (2019). Digital advertising as service: Introducing contextually embedded selling. Journal of Services Marketing, 33(4), 396–406. https://doi.org/10.1108/JSM-01-2018-0043
Olawale, S., Chinagozi, O., & Joe, O. (2023). Exploratory Research Design in Management Science: A Review of Literature on Conduct and Application. International Journal of Research and Innovation in Social Science. https://doi.org/10.47772/ijriss.2023.7515.
Paluch, S., & Tuzovic, S. (2019). Persuaded self-tracking with wearable technology: carrot or stick? Journal of Services Marketing, 33(4), 436–448. https://doi.org/10.1108/JSM-03-2018-0091
Park, H. E., Yap, S. F. C., & Makkar, M. (2019). A laddering study of motivational complexities in mobile shopping. Marketing Intelligence and Planning, 37(2), 182–196. https://doi.org/10.1108/MIP-03-2018-0104
Papakonstantinidis, S. (2017). The SoLoMo customer journey: A review and research agenda. Innovative Marketing, 13(4), 47–54. https://doi.org/10.21511/im.13(4).2017.05
Petrescu, M., & Lauer, B. (2017). Qualitative marketing research: The state of journal publications. Qualitative Report, 22(9), 2248–2287. https://doi.org/10.46743/2160-3715/2017.2481
Piriyakul, I., Kunathikornkit, S., Piriyakul, M., & Piriyakul, R. (2022). Facial Skincare Journey: Consumer Needs Identification to Enhance Online Marketing. International Journal of Business Intelligence Research, 13(1), 1–19. https://doi.org/10.4018/IJBIR.297614
Rehman, A. U., Latif, T., & Rana, M. I. (2018). Consumers’ Purchase Intentions towards Global Brands: A Cross-Cultural Analysis. Journal of Economics, Business and Management, 6(2), 36–44. https://doi.org/10.18178/joebm.2018.6.2.547
Rusthollkarhu, S., Toukola, S., Aarikka-Stenroos, L., & Mahlamäki, T. (2022). Managing B2B customer journeys in digital era: Four management activities with artificial intelligence-empowered tools. Industrial Marketing Management, 104(April), 241–257. https://doi.org/10.1016/j.indmarman.2022.04.014
Sabaitytė, J., Davidavičienė, V., Straková, J., & Raudeliūnienė, J. (2019). Decision tree modelling of E-consumers’ preferences for internet marketing communication tools during browsing. E a M: Ekonomie a Management, 22(1), 206–224. https://doi.org/10.15240/tul/001/2019-1-014
Sahhar, Y., Loohuis, R., & Henseler, J. (2021). Towards a circumplex typology of customer service experience management practices: a dyadic perspective. Journal of Service Theory and Practice, 31(3), 366–395. https://doi.org/10.1108/JSTP-06-2020-0118
Santos, S., & Gonçalves, H. M. (2022). Consumer decision journey: Mapping with real-time longitudinal online and offline touchpoint data. European Management Journal, November 2020. https://doi.org/10.1016/j.emj.2022.10.001
Santos, S., & Gonçalves, H. M. (2021). The consumer decision journey: A literature review of the foundational models and theories and a future perspective. Technological Forecasting and Social Change, 173(May), 121117. https://doi.org/10.1016/j.techfore.2021.121117
Sari, H., & Adinda, R. (2023). Examining Customer Experience in Using a Chatbot. International Journal of Asian Business and Information Management, 14(1), 1–16. https://doi.org/10.4018/IJABIM.322438
Schiffman, L., & Wisenblit, J. (2019). Consumer Behavior. In Pearson (Vol. 15, Issue 2). Pearson.
Shavitt, S., & Barnes, A. J. (2020). Culture and the Consumer Journey. Journal of Retailing, 96(1), 40–54. https://doi.org/10.1016/j.jretai.2019.11.009
Shetty, A. S., Jeevananda, S., & Kalghatgi, J. R. (2018). How to win back the disgruntled consumer? The omni-channel way. Journal of Business and Retail Management Research, 12(4), 200–207. https://doi.org/10.24052/jbrmr/v12is04/art-20
Siebert, A., Gopaldas, A., Lindridge, A., & Simões, C. (2020). Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals. Journal of Marketing, 84(4), 45–66. https://doi.org/10.1177/0022242920920262
Solomon, M. R. (2018). Consumer Behavior : Buying, Having, and Being. Pearson Education.
Sreejesh, S., Mohapatra, S., & Anusree, M. R. (2014). Business research methods: An applied orientation. In Business Research Methods: An Applied Orientation. https://doi.org/10.1007/978-3-319-00539-3
Stephens, D. L. (2017). Essentials of Consumer Behavior. In Taylor & Francis. Taylor & Francis. https://doi.org/10.4324/9781315762623
Susetyarini, E., & Fauzi, A. (2020). Trend of critical thinking skill researches in biology education journals across Indonesia: From research design to data analysis. International Journal of Instruction, 13(1), 535–550. https://doi.org/10.29333/iji.2020.13135a
Tagashira, T. (2022). Information effects of warehouse automation on sales in omnichannel retailing. Journal of Retailing and Consumer Services, 66, 102903. https://doi.org/10.1016/j.jretconser.2021.102903
Teichert, T., Graf, A., Rezaei, S., Wörfel, P., & Duh, H. (2019). Measures of implicit cognition for marketing research. Marketing, Zeitschrift Fur Forschung Und Praxis, 41(3), 48–76. https://doi.org/10.15358/0344-1369-2019-3-48
Thomas, J., & Harden, A. (2008). Methods for the thematic synthesis of qualitative research in systematic reviews. BMC Medical Research Methodology, 8, 1–10. https://doi.org/10.1186/1471-2288-8-45
Thomas, T. C., Epp, A. M., & Price, L. L. (2020). Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices. Journal of Retailing, 96(1), 9–24. https://doi.org/10.1016/j.jretai.2019.11.008
Tueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021). Going on a journey: A review of the customer journey literature. Journal of Business Research, 125(February 2020), 336–353. https://doi.org/10.1016/j.jbusres.2020.12.028
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105(April), 294–310. https://doi.org/10.1016/j.indmarman.2022.06.006
Theopilus, Y., Yogasara, T., Theresia, C., & Ardine, D. (2021). Customer experience analysis of cosmetics retail store on millennial women. Engineering Management in Production and Services, 13(2), 29–45. https://doi.org/10.2478/emj-2021-0010
Towers, A. H. N. (2017). Understanding How Millennial Shoppers Decide What to Buy: Digitally Connected Unseen Journeys. International Journal of Retail & Distribution Management, 34(1), 1–5.
Tupikovskaja-Omovie, Z., & Tyler, D. (2020). Clustering consumers’ shopping journeys: eye tracking fashion m-retail. Journal of Fashion Marketing and Management, 24(3), 381–398. https://doi.org/10.1108/JFMM-09-2019-0195
Vaghela, B. (2014). The voice as a relationship milestone. Journal of Direct, Data and Digital Marketing Practice, 16(2), 98–101. https://doi.org/10.1057/dddmp.2014.62
Vakulenko, Y., Shams, P., Hellström, D., & Hjort, K. (2019). Service innovation in e-commerce last mile delivery: Mapping the e-customer journey. Journal of Business Research, 101(January), 461–468. https://doi.org/10.1016/j.jbusres.2019.01.016
Varkaris, E., & Neuhofer, B. (2017). The influence of social media on the consumers’ hotel decision journey. Journal of Hospitality and Tourism Technology, 8(1), 101–118. https://doi.org/10.1108/JHTT-09-2016-0058
Vespestad, M. K., & Clancy, A. (2021). Exploring the use of content analysis methodology in consumer research. Journal of Retailing and Consumer Services, 59(May 2020), 102427. https://doi.org/10.1016/j.jretconser.2020.102427
Wagner, G., Schramm-Klein, H., & Steinmann, S. (2020). Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment. Journal of Business Research, 107(March 2018), 256–270. https://doi.org/10.1016/j.jbusres.2018.10.048
Willems, K., Brengman, M., & Van Kerrebroeck, H. (2019). The impact of representation media on customer engagement in tourism marketing among millennials. European Journal of Marketing, 53(9), 1988–2017. https://doi.org/10.1108/EJM-10-2017-0793
Wilson-Nash, C., Goode, A., & Currie, A. (2020). Introducing the socialbot: A novel touchpoint along the young adult customer journey. European Journal of Marketing, 54(10), 2621–2643. https://doi.org/10.1108/EJM-07-2019-0555
Wolny, J., & Charoensuksai, N. (2014). Mapping customer journeys in multichannel decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), 317–326. https://doi.org/10.1057/dddmp.2014.24
Yachin, J. M. (2018). The ‘customer journey’: Learning from customers in tourism experience encounters. Tourism Management Perspectives, 28(September), 201–210. https://doi.org/10.1016/j.tmp.2018.09.002
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Aurora Yupita Achmada, Arianis Chan, Pratami Wulan Tresna
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with Jurnal Maksipreneur agree to the following terms:
Authors retain copyright and grant the Jurnal Maksipreneur right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Maksipreneur.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Maksipreneur. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
