چکیده:
In recent years, the concept of customer journey has become increasingly important for understanding complex customer behaviors and gaining insights into their experiences. Although the term has been used in various disciplines since the 1990s and the relevant literature has grown more than sevenfold over the past eight years, a comprehensive understanding of the topic remains fragmented.This article adopts a systematic review approach based on bibliometrics to identify the core themes of the customer journey presented in business literature up to July 2025. 147 relevant articles were selected for analysis from Scopus, Web of Science, EBSCO, the SID.IR academic database, and the Ganj IranDoc database.To identify the dominant themes and their sub-dimensions, quantitative content analysis was performed using QDA Miner and WordStat software. The rigorous coding process involved independent review by multiple coders to ensure the reliability and validity of the findings. This approach enhances the replicability and objectivity of the results.The quantitative content analysis identified five core customer journey themes: service satisfaction, failure and recovery, co-creation, customer response, and channels and technological disruptions. In the results section, each customer journey indicator and its sub-themes are examined and discussed in order. This review identified significant gaps in the literature regarding key stages of the customer journey.
خلاصه ماشینی:
The increasing complexity in customer behavior and the network of touchpoints has led to the customer journey being used as an approach to gain insight into 1 Crosier and Handford, 2012 2 Stein and Ramaseshan, 2016 3 Dellaert, 2019 4 Varnali, 2019 5 Grewal,Roggeveen and Nordfält, 2016 6 Farah and Ramadan, 2017 7 Brynjolfsson,Hu and Rahman, 2013 8 Pantano and Gandini, 2018 9 Omnichannel shaping the customer experience and the complexity of the service delivery process (Halvorsrud, Kvale and Følstad, 1 2016; Lemon and Verhoef, 2 2016).
, 2022 Research Methodology Systematic literature reviews can take various forms (Paul and Criado, 2020; Snider, 2019), such as structural reviews focusing on frequently used methods, theories, and constructs (Cannavale and White, 2008; Acharya, 2018; Mishra, Singh, and Coles, 2020; Paul and Singh, 2017; Rosado-Serra, Paul, and DeCova, 2018), thematic reviews based on identifying research content flows (Jones, Kovelo, and Tang, 2011; Prayag and Ozcan, 2018; Schmidt, Reich, and Wolber, 2018; Vahidzadeh, Bertanza, Sabafoni, and Wakari, 2020), book reviews, citation analysis and co-citation analysis (Donto, Kumar, and Patnik, 2020; Goyal and Kumar, 2020; Randhawa, Wilden, and Huber, 2016), framework-based reviews using a framework to integrate existing knowledge (Paul and Benito, 2018; Xi, Reddy, and Liang, 2017), integrative-narrative reviews providing a framework for organizing future research agendas (Dabi, Bahu, Alon, Dabi, and Paltrinieri, 2020; Dabic et al.
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