Detail publikace

Creating customer journey map

MACHALA, J.

Originální název

Creating customer journey map

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

Exploring and applying customer experience is a new way to improve the market position of companies against competitors. It is important for companies to be able to understand customer needs and manage customer experience. This article discusses methods that help businesses improve their market position by improving their customer experience. First, two methods are mentioned briefly, namely PLS-SEM and Cronbach alpha, which can be used for customer experience research. But the essence of the article lies in a method that is better applicable in practice, namely the customer journey map. The article deals with the description of this method and gives guidance on what steps need to be taken in order for this method to be successfully used in practice. Finally, it shows how the method can be used.

Klíčová slova

customer experience, customer journey map, public transport, touchpoints of CJM

Autoři

MACHALA, J.

Vydáno

7. 12. 2018

Místo

Brno

ISBN

978-80-214-5705-8

Kniha

Workshop specifického výzkumu 2018

Strany od

151

Strany do

160

Strany počet

10

BibTex

@inproceedings{BUT151619,
  author="Jan {Machala}",
  title="Creating customer journey map",
  booktitle="Workshop specifického výzkumu 2018",
  year="2018",
  pages="151--160",
  address="Brno",
  isbn="978-80-214-5705-8"
}