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Digitalizing customer journeys in B2B markets
Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, Industriell ekonomi. Linköpings universitet, Tekniska fakulteten.
Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, Industriell ekonomi. Linköpings universitet, Tekniska fakulteten.
2023 (engelsk)Inngår i: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 157, artikkel-id 113639Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

This paper explores the digitalization of business-to-business (B2B) customer journeys, which is recognized as a top research priority, but one that has not yet received substantial academic attention. Due to their complexity, customer journeys are particularly relevant in B2B settings, and this is further emphasized through the increasing use of digital technologies. This paper identifies three key dimensions of B2B customer journeys that are influenced by digitalization. These are the digitalization of touchpoints (i.e., adding digital touchpoints and transforming or facilitating touchpoints), the change of roles in digitalized journeys (i.e., introducing new roles, activating customers, and emphasizing collectivity), and the digitalization of the overall process (i.e., extending, enhancing, and supporting the process). The research is based on an in-depth case study of a B2B firm and four customers. Insights from the research add to the customer journey literature through the exploration of digita-lized B2B customer journeys, providing guidance for academics and practitioners.

sted, utgiver, år, opplag, sider
ELSEVIER SCIENCE INC , 2023. Vol. 157, artikkel-id 113639
Emneord [en]
Digitalization; Customer journey; Touchpoints; Business-to-Business
HSV kategori
Identifikatorer
URN: urn:nbn:se:liu:diva-192197DOI: 10.1016/j.jbusres.2022.113639ISI: 000925326800001OAI: oai:DiVA.org:liu-192197DiVA, id: diva2:1742279
Tilgjengelig fra: 2023-03-09 Laget: 2023-03-09 Sist oppdatert: 2023-04-03

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