Understanding customer journey from the lenses of complexity theory
Abstract
The present article develops an argument that conceptualizing the customer journey as a complex system provides both a systematic portrayal of the complex and holistic nature of customer experience and an opportunity to serve as an integrative framework for differing definitions in the service literature. A comprehensive literature review reflecting the contemporary understanding of the concept of customer journey is presented. Theoretical and practical implications of adopting a complexity theory-based stance in customer experience research are discussed under five fundamental tenets of complexity theory.
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Metaverses can provide a platform on which to stage a complex set of relationships among various actors, whose interactions and interdependencies co-create value and influence the responses of each other.
“Metaverses can provide a platform on which to stage a complex set of relationships among various actors, whose interactions and interdependencies co-create value and influence the responses of each other (Varnali, 2019).”
From Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy (2022) · cites this paper as Varnali, 2019
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- Authors
- Varnali, K.
- Affiliations
- Department of Advertising, Istanbul Bilgi University, Istanbul, Turkey
- ORCID
- Varnali, Kaan
- Venue
- The Service Industries Journal
- Publisher
- Informa UK Limited
- Published
- 2018-03-06
- Volume
- 39
- Issue
- 11-12
- Pages
- 820-835
- ISSN
- 0264-2069 (ISSN-L)
- 1743-9507
- OpenAlex
- W2789633865
- Cited by
- 64
- References
- 100
- Citations by year
- 2026: 3 · 2025: 13 · 2024: 7 · 2023: 10 · 2022: 10 · 2021: 10 · 2020: 7 · 2019: 3 · 2018: 1
- FWCI
- 8.69
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Service Industries Journal (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Keywords
- customer journey, complexity theory, customer experience, complex systems, service management, integrative framework
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