Effective customer journey design: consumers’ conception, measurement, and consequences

  • Christina KuehnlEmail author
  • Danijel Jozic
  • Christian Homburg
Original Empirical Research


Recently, practitioners have begun appraising an effective customer journey design (CJD) as an important source of customer value in increasingly complex and digitalized consumer markets. Research, however, has neither investigated what constitutes the effectiveness of CJD from a consumer perspective nor empirically tested how it affects important variables of consumer behavior. The authors define an effective CJD as the extent to which consumers perceive multiple brand-owned touchpoints as designed in a thematically cohesive, consistent, and context-sensitive way. Analyzing consumer data from studies in two countries (4814 consumers in total), they provide evidence of the positive influence of an effective CJD on customer loyalty through brand attitude—over and above the effects of brand experience. Importantly, an effective CJD more strongly influences utilitarian brand attitudes, while brand experience more strongly affects hedonic brand attitudes. These underlying mechanisms are also prevalent when testing for the contingency factors services versus goods, perceived switching costs, and brand involvement.


Effective customer journey design Touchpoints Customer journey Brand experience Scale development 



The authors thank Michael Paul, Bernd Schmitt, and Peter Verhoef for their helpful comments on a previous version of the paper. The valuable discussions with Ajay Kohli and the participants of the JAMS Thought Leaders’ Conference and EMAC 2017 are also gratefully acknowledged. Finally, the authors thank the review team for the constructive suggestions.

Supplementary material

11747_2018_625_MOESM1_ESM.docx (22 kb)
ESM 1 (DOCX 22.1 kb)


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  • Christina Kuehnl
    • 1
    Email author
  • Danijel Jozic
    • 2
  • Christian Homburg
    • 3
    • 4
  1. 1.ESB Business SchoolReutlingen UniversityReutlingenGermany
  2. 2.MainzGermany
  3. 3.University of MannheimMannheimGermany
  4. 4.University of ManchesterManchesterUK

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