... 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. The research is based on a detailed literature review of customer journeys, in peer-reviewed marketing and retail...

... Sporting goods retailers Sport global brands Customer journey In-store technology For this study's theoretical sampling, multiple cases were employed in line with Yin's (2003) case study guidelines. Precisely, cases were consciously selected from data sources that met both the unfolding...

...-retailers. The findings offer insight to managers on how they can create and cultivate customer happiness and positive behavioural intention by enhanced customer journey throughout the e-SDSP. Lemon and Verhoef (2016) suggested that service delivery in different stages makes the delivery process...