The University of Southampton
University of Southampton Institutional Repository

The concept of customer experience journeys: a systematic review of the literature

Ojiako, U., Maguire, S. and Koh, S.C.L. (2010) The concept of customer experience journeys: a systematic review of the literature , Southampton University of Southampton (Discussion Papers in Management).

Record type: Monograph (Discussion Paper)


The purpose of this study is to explore the emerging concept of the customer experience journey (CEJ) and put forward an alternative perspective of how the experiences of customers can be significantly enriched. The paper is discursive, based on analysis and synthesis of literature between 1840 and 2009. We find that markets are changing at a rapid rate, and so there has never been a better time for companies to put customer experience at the top of the marketing and business agenda. This outlook suggests that practitioners (and researchers) should pay closer attention to pleasure, not simply to motivate consumption, but to be translated into lifelong loyalty. The CEJ demands a fundamental transformation in both mindset and outlook of organisations. Although we find that the factors that determine the development of the CEJ are complex, CEJ represents a possible mindset that may lead to contradictions in the management and streamlining of services.

Full text not available from this repository.

More information

Published date: January 2010
Keywords: customer, experience


Local EPrints ID: 79278
PURE UUID: 98d4070c-4084-4229-8d46-a634dcc082c8

Catalogue record

Date deposited: 11 Mar 2010
Last modified: 18 Jul 2017 23:18

Export record


Author: U. Ojiako
Author: S. Maguire
Author: S.C.L. Koh

University divisions

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton:

ePrints Soton supports OAI 2.0 with a base URL of

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.