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Keywords = customer journey mapping

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29 pages, 13855 KiB  
Article
Cart-State-Aware Discovery of E-Commerce Visitor Journeys with Process Mining
by Bilal Topaloglu, Basar Oztaysi and Onur Dogan
J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2851-2879; https://doi.org/10.3390/jtaer19040138 - 17 Oct 2024
Cited by 5 | Viewed by 2054
Abstract
Understanding customer journeys is key to e-commerce success. Many studies have been conducted to obtain journey maps of e-commerce visitors. To our knowledge, a complete, end-to-end and structured map of e-commerce journeys is still missing. In this research, we proposed a four-step methodology [...] Read more.
Understanding customer journeys is key to e-commerce success. Many studies have been conducted to obtain journey maps of e-commerce visitors. To our knowledge, a complete, end-to-end and structured map of e-commerce journeys is still missing. In this research, we proposed a four-step methodology to extract and understand e-commerce visitor journeys using process mining. In order to obtain more structured process diagrams, we used techniques such as activity type enrichment, start and end node identification, and Levenshtein distance-based clustering in this methodology. For the evaluation of the resulting diagrams, we developed a model utilizing expert knowledge. As a result of this empirical study, we identified the most significant factors for process structuredness and their relationships. Using a real-life big dataset which has over 20 million rows, we defined activity-, behavior-, and process-level e-commerce visitor journeys. Exploitation and exploration were the most common journeys, and it was revealed that journeys with exploration behavior had significantly lower conversion rates. At the process level, we mapped the backbones of eight journeys and tested their qualities with the empirical structuredness measure. By using cart statuses at the beginning and end of these journeys, we obtained a high-level end-to-end e-commerce journey that can be used to improve recommendation performance. Additionally, we proposed new metrics to evaluate online user journeys and to benchmark e-commerce journey design success. Full article
(This article belongs to the Topic Online User Behavior in the Context of Big Data)
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25 pages, 11884 KiB  
Article
Improving the Door-To-Door Customer Journey for a National Public Transport Company
by Fintan Kennedy, P.J. White and Hilary Dempsey
Sustainability 2024, 16(20), 8741; https://doi.org/10.3390/su16208741 - 10 Oct 2024
Cited by 2 | Viewed by 2055
Abstract
(1) Background: Public transport has a vital role to play in creating sustainable, accessible societies. Accessible and inclusive, door-to-door public transport systems with low barriers to use benefit everyone, increasing the mobility of citizens and improving independence. As the industry strives towards multi-modal [...] Read more.
(1) Background: Public transport has a vital role to play in creating sustainable, accessible societies. Accessible and inclusive, door-to-door public transport systems with low barriers to use benefit everyone, increasing the mobility of citizens and improving independence. As the industry strives towards multi-modal and Mobility as a Service (MaaS) concepts, there is a need to delve deep into the needs and perceptions of transport user’s door-to-door journeys to find ways to improve. Accordingly, in order to increase the sustainability of MaaS, improving accessibility and understanding service user perceptions are of utmost importance. However, there is a scarcity of research within national transport services to determine unmet user needs to increase the accessibility and autonomy of door-to-door journeys. This research aims to investigate if it is possible to improve the door-to-door journey experience for public transport travellers, increasing the accessibility and the perception of autonomy via technology, and by doing so, providing a more sustainable alternative to road transport. It focuses on understanding service users of Ireland’s National Rail service, Irish Rail, to create key improvements in interactive systems. (2) Methods: The study applies a user-centred mixed-methods methodology using surveys (N = 316) and co-design workshops (four workshops N = 15). The research collected deep insights into the mindsets and needs of service users, showing the potential to improve this door-to-the-door customer journey. Key improvements for interactive systems were outlined. Experience maps were designed, leading to a Conceptual Design for a travel assistant to aid the service user throughout the door-to-door journey. (3) Results: Travellers’ autonomy and the sense of freedom they experience can be improved, mainly if their needs across the complete door-to-door customer journey are supported. Highlighted areas for action include information, accessibility, personal security, ticketing, comfort, facilities, and anxiety. (4) Conclusions: This research reiterates the need for national transport and MaaS providers to prioritise service users’ perspectives when developing sustainable services. Co-designing is recommended as a means of achieving this. Full article
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18 pages, 1281 KiB  
Article
Online Review Analysis from a Customer Behavior Observation Perspective for Product Development
by Yeong Un Lee, Seung Hyun Chung and Joon Young Park
Sustainability 2024, 16(9), 3550; https://doi.org/10.3390/su16093550 - 24 Apr 2024
Cited by 3 | Viewed by 2840
Abstract
Observing customers is one of the methods to uncover their needs. By closely observing how customers use products, we can indirectly experience their interactions and gain a deep understanding of their feelings and preferences. Through this process, companies can design new products that [...] Read more.
Observing customers is one of the methods to uncover their needs. By closely observing how customers use products, we can indirectly experience their interactions and gain a deep understanding of their feelings and preferences. Through this process, companies can design new products that have the potential to succeed on the market. However, traditional methods of customer observation are time-consuming and labor-intensive. In this study, we propose a method that leverages the analysis of online customer reviews as a substitute for direct customer observations. By correlating a customer journey map (CJM) with online reviews, this research establishes a verb-centric analysis that produces a CJM based on online review data. Various text analysis techniques were utilized in this process. When applying online retail site review data, our method of customer observation required one week. This proved to be more efficient in comparison with traditional customer observation methods, which typically need at least one month to complete. Additionally, we observed that the customer behavior-based VOC (voice of customer) identified during the CJM mapping process offers broad insights that are distinct from traditional product feature-centric review analyses. This behavior VOC can be effectively utilized for product improvement, new product development, and product marketing. To verify the usefulness of the behavior VOC, we asked product development experts to evaluate the quantitative analysis results of the same reviews. The experts evaluated the CJM as useful for product conceptualization and selecting technology priorities. Full article
(This article belongs to the Special Issue Smart Product-Service Design for Sustainability)
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27 pages, 2899 KiB  
Article
Smart Tea Utensil Design for Improving Beginners’ Tea Brewing Experience
by Shuo-Fang Liu, Jui-Feng Chang, Yu-Ting Hsiao and Chi-Hua Wu
Sustainability 2023, 15(20), 15044; https://doi.org/10.3390/su152015044 - 19 Oct 2023
Cited by 3 | Viewed by 2741
Abstract
In Taiwan, people who enjoy traditional Gongfu tea are becoming older and older, while the younger generation has many alternative beverages to select from. In order to sustainably pass down traditional tea-drinking culture, this study has incorporated concepts and methodologies of the peak-end [...] Read more.
In Taiwan, people who enjoy traditional Gongfu tea are becoming older and older, while the younger generation has many alternative beverages to select from. In order to sustainably pass down traditional tea-drinking culture, this study has incorporated concepts and methodologies of the peak-end rule, customer journey maps (CJMs), quality function deployment (QFD), fuzzy analytic hierarchy process (FAHP), and fuzzy comprehensive evaluation based on entropy, resulting in the development of a set of tea utensils tailored for a novice or beginner tea maker with the purpose of improving the tea-drinking experience of the younger generation. In this study, the ranking of the importance in regard to six design requirements turned out to be: enhancing the sniffing experience (0.240); having ergonomic designs that facilitate a smooth process of pouring hot water into the cup (0.205); increasing the ease of storing tea utensils after brewing (0.162); enabling users to more precisely determine the strength of the tea (0.144); increasing fun while pouring tea leaves into the teapot (0.143); and having clearly designated space for placing each tea utensil (0.107). Through the experts’ evaluation, 66.6% of them rated the design outcome as “good” or “very good”, indicating that the innovative tea utensils developed in this study can effectively satisfy users’ needs. This study can be the supplement to the innovation shortage of tea-culture-related studies, establish the research framework in the academic field, and bring more innovation and potential to the field of the tea culture. Full article
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21 pages, 7451 KiB  
Article
Exploiting Service Design in Service Quality: Escorting the Customer’s Experiential Value in the Journey of a Star-Rated Hotel
by Tsen-Yao Chang and Yu-Chieh Chiu
Systems 2023, 11(4), 206; https://doi.org/10.3390/systems11040206 - 19 Apr 2023
Cited by 4 | Viewed by 4819
Abstract
The present research presented a novel model for incorporating service design to create guest experiential value. Taking a star hotel in Taiwan as an example, this study used the KJ method to classify online reviews about hotel services and then created a customer [...] Read more.
The present research presented a novel model for incorporating service design to create guest experiential value. Taking a star hotel in Taiwan as an example, this study used the KJ method to classify online reviews about hotel services and then created a customer journey map (CJM) through participant observation of the entire service process. By deconstructing the service process and identifying key service touchpoints, service design ideas were incorporated into the CJM. A Kano questionnaire was then adopted to accommodate 38 service scape attributes in 4 segments: 1 attribute in the maintenance area, 10 of the high-priority area, 11 of the low-priority area, and 16 of differentiation. The overall research results propose experience design strategies for the hotel industry in terms of the service content and operation processes of star-rated hotels, which can then be adjusted according to their operating conditions to construct their unique service experience content. This is expected to be the basis for subsequent research and serve as a basis and reference for improving hotel service design strategies and competitiveness in the future. Full article
(This article belongs to the Special Issue Futures Thinking in Design Systems and Social Transformation)
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18 pages, 1013 KiB  
Article
Exploring Customer Journeys in the Context of Dentistry: A Case Study
by Bhaven Modha
Dent. J. 2023, 11(3), 75; https://doi.org/10.3390/dj11030075 - 7 Mar 2023
Cited by 5 | Viewed by 6050
Abstract
This case study aims to explore how customer journey concepts can apply to a hypothetical scenario, centring on a patient (customer persona) within the dentistry arena, and with a particular focus on special care dentistry. As an educational exercise, this paper may inform [...] Read more.
This case study aims to explore how customer journey concepts can apply to a hypothetical scenario, centring on a patient (customer persona) within the dentistry arena, and with a particular focus on special care dentistry. As an educational exercise, this paper may inform dental and allied professionals on how aspects of the customer journey notion may be embedded into their own practices, so that patient-centricity might be better optimised. The hypothetical scenario considers the organisational context, customer persona, contemporary customer purchase decision-making models, and marketing approaches. These components are used to create a customer journey map to help visualise and identify the varying customer–business interactions. The customer journey, focussing on the awareness, initial consideration, active evaluation, pre-purchase, purchase and post-purchase stages, is then conceptually analysed. The analyses reveal that there are areas of friction, attributable to numerous factors. The case study recommends that by introducing digitalisation and omnichannel marketing, alongside existing internally generated and multi-channel marketing approaches, considerable improvements may be achievable. As the patient technology landscape becomes more digital and dental organisations face fiercer competition, dental care providers relying on traditional marketing approaches may well need to adapt and introduce innovative, yet cost-effective digitalisation and omnichannel marketing approaches. Nevertheless, dental care providers, and dental and allied professionals must uphold an underlying duty of care, ensuring that all practises are legal, decent, honest, truthful, and above all ethical. Full article
(This article belongs to the Special Issue Preventive Dental Care, Chairside and Beyond)
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21 pages, 4457 KiB  
Article
Evaluation and Design of Reusable Takeaway Containers Based on the AHP–FCE Model
by Hu Sun, Qihang Yang and Yueqin Wu
Sustainability 2023, 15(3), 2191; https://doi.org/10.3390/su15032191 - 24 Jan 2023
Cited by 16 | Viewed by 4204
Abstract
As a strong and effective alternative to disposable food boxes that cause serious pollution consequences, reusable takeaway containers are promising in terms of environmental protection. However, at present, in the service process of leasing, using, distribution, and recycling, reusable takeaway containers have many [...] Read more.
As a strong and effective alternative to disposable food boxes that cause serious pollution consequences, reusable takeaway containers are promising in terms of environmental protection. However, at present, in the service process of leasing, using, distribution, and recycling, reusable takeaway containers have many problems, such as incomplete cleaning, resulting in unhygienic conditions, repeated use of materials that are not safe enough, food spillage, leakage or theft of customer phone and address information due to exposed takeaway order labels, and wrong containers taken by customers. In addition, there is a lack of objective and comprehensive evaluation methods and systems to guide their design and improvement. In order to solve the current problems of reusable takeaway containers and explore a quantitative approach for evaluation of design solutions from the perspective of users, this paper analyzed user behaviors and needs through user interviews, questionnaires, user journey maps (UJM), and other methods. Analytic hierarchy process (AHP) and fuzzy comprehensive evaluation (FCE) were used to construct an evaluation model for the design of reusable takeaway containers, and it was calculated as a function of the survey dataset. The comprehensive index weight model was established, and the design indicators were sorted to obtain the priority of design elements. Three design schemes were proposed and calculated by combining questionnaire data and the FCE method to obtain the optimal Scheme B. The results showed that the combination of UJM and AHP–FCE method framework was suitable for scheme evaluation and design development, which could provide effective and detailed user evaluation for designers and guide the direction of product improvement. Full article
(This article belongs to the Special Issue Consumer Analysis and Sustainable Food Consumption)
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51 pages, 6347 KiB  
Article
Smart and Sentient Retail High Streets
by Paul M. Torrens
Smart Cities 2022, 5(4), 1670-1720; https://doi.org/10.3390/smartcities5040085 - 29 Nov 2022
Cited by 11 | Viewed by 7423
Abstract
Here, we examine the extension of smart retailing from the indoor confines of stores, outward to high streets. We explore how several technologies at the union of retail intelligence and smart city monitoring could coalesce into retail high streets that are both smart [...] Read more.
Here, we examine the extension of smart retailing from the indoor confines of stores, outward to high streets. We explore how several technologies at the union of retail intelligence and smart city monitoring could coalesce into retail high streets that are both smart and sentient. We examine the new vantages that smart and sentient retail high streets provide on the customer journey, and how they could transform retailers’ sway over customer experience with new reach to the public spaces around shops. In doing so, we pursue a three-way consideration of these issues, examining the technology that underpins smart retailing, new advances in artificial intelligence and machine learning that beget a level of street-side sentience, and opportunities for retailers to map the knowledge that those technologies provide to individual customer journeys in outdoor settings. Our exploration of these issues takes form as a review of the literature and the introduction of our own research to prototype smart and sentient retail systems for high streets. The topic of enhancing retailers’ acuity on high streets has significant currency, as many high street stores have recently been struggling to sustain custom. However, the production and application of smart and sentient technologies at hyper-local resolution of the streetscape conjures some sobering considerations about shoppers’ and pedestrians’ rights to privacy in public. Full article
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16 pages, 1167 KiB  
Article
The Theoretical and Practical Evolution of Customer Journey and Its Significance in Services Sustainability
by Angelos Pantouvakis and Anastasia Gerou
Sustainability 2022, 14(15), 9610; https://doi.org/10.3390/su14159610 - 4 Aug 2022
Cited by 13 | Viewed by 14045
Abstract
In the scientific literature, the concept of the “customer journey (CJ)” has only recently been introduced, and, accordingly, it lacks robust empirical evidence. Still, the number of papers concerning the CJ has increased exponentially in recent years. The aim of this paper is [...] Read more.
In the scientific literature, the concept of the “customer journey (CJ)” has only recently been introduced, and, accordingly, it lacks robust empirical evidence. Still, the number of papers concerning the CJ has increased exponentially in recent years. The aim of this paper is to fully represent the available CJ research in services and highlight its importance for service sustainability. Since the current CJ literature mainly includes qualitative data, this paper is a narrative review based on the Preferred Reporting Items for Systematic Review and Meta-Analysis checklist. The systematic literature review conducted by the authors is based on peer-reviewed articles published up until 2019. The main findings mostly concern the conceptualization of the CJ at a theoretical and practical level—CJ definitions and evolution for the former and customer journey mapping for the latter—as well as to present new perspectives of the examined terms in the services peer-reviewed bibliography and verify their contribution to service sustainability. CJ monitoring helps the development of a more sustainable service because it advances service innovation and effective channel management. Furthermore, it leads managers to understand their customer decision-making process and better allocate their resources by establishing a sustainable service design throughout the various service phases. Full article
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27 pages, 2593 KiB  
Article
A Sequential Multi-Staged Approach for Developing Digital One-Stop Shops to Support Energy Renovations of Residential Buildings
by Miguel Macias Sequeira and João Pedro Gouveia
Energies 2022, 15(15), 5389; https://doi.org/10.3390/en15155389 - 26 Jul 2022
Cited by 11 | Viewed by 3299
Abstract
Buildings account for 40% of the European Union’s energy consumption. Deep energy renovation of residential buildings is key for decarbonization and energy poverty alleviation. However, renovation is occurring at far below the needed pace and depth. In this context, building renovation one-stop shops, [...] Read more.
Buildings account for 40% of the European Union’s energy consumption. Deep energy renovation of residential buildings is key for decarbonization and energy poverty alleviation. However, renovation is occurring at far below the needed pace and depth. In this context, building renovation one-stop shops, which bring all project phases under one roof and provide advice, support, and finance to households, are highlighted as a promising solution. Nevertheless, this model is still absent or under-developed in most European countries and remains understudied in the scientific literature. Therefore, the present research goals are as follows: (i) to provide a critical review of emerging one-stop shop models; (ii) to streamline the deployment of building renovation digital one-stop shops by piloting a sequential multi-staged approach for Portuguese households and proposing it for replication elsewhere; and (iii) to compare case-study insights with other one-stop shops and discuss the notion in the context of the European Renovation Wave. In total, for the Portuguese case-study, five steps were conducted. The first three—stakeholder mapping, expert interviews, and customer journey—aimed to gather intel on the local energy renovation market. The results from these stages informed the design of the platform (fourth step). Finally, a post-launch market consultation survey gathered user feedback (fifth step). Insights from this study suggest that digital one-stop shops, while providing a helpful tool to close information gaps and activate specific audiences, may be insufficient on their own. As such, a more comprehensive set of instruments supporting households is needed to accelerate building renovation. Full article
(This article belongs to the Special Issue Sustainable Renovation and Energy Retrofit in Buildings)
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11 pages, 2467 KiB  
Article
Applying Customer Journey Mapping in Social Marketing to Understand Salt-Related Behaviors in Cooking. A Case Study
by Erik Cateriano-Arévalo, Lorena Saavedra-Garcia, Vilarmina Ponce-Lucero and J. Jaime Miranda
Int. J. Environ. Res. Public Health 2021, 18(24), 13262; https://doi.org/10.3390/ijerph182413262 - 16 Dec 2021
Cited by 2 | Viewed by 6954
Abstract
Worldwide, salt consumption exceeds the World Health Organization’s recommendation of a daily intake of 5 g. Customer journey mapping is a research method used in market research to understand customer behaviors and experiences and could be useful in social marketing as well. This [...] Read more.
Worldwide, salt consumption exceeds the World Health Organization’s recommendation of a daily intake of 5 g. Customer journey mapping is a research method used in market research to understand customer behaviors and experiences and could be useful in social marketing as well. This study aimed to explore the potential of customer journey mapping to better understand salt-related behaviors performed during the preparation of household cooking. We tracked the journey of four women in their kitchens for approximately two hours to observe the preparation of lunch. Individual journey maps were created, one for each woman, that were composited into a single journey map. We found that customer journey mapping was a suitable research method to understand how food preparers made decisions around adding salt and artificial seasonings at each stage of the journey. In contrast to the interviewee’ responses, it was observed that the four women added salt and artificial seasonings consistently and incrementally with little control and without any standard measure. In this study, we demonstrate the utility of customer journey mapping in a novel context and nudge social marketers to include this tool in their repertory of research methods to understand human behavior. Full article
(This article belongs to the Special Issue Social Marketing’s Contribution to Public Health)
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18 pages, 2864 KiB  
Article
Design of Sustainable Senior-Friendly Community Transportation Services
by Muxin Zhang and Younghwan Pan
Sustainability 2021, 13(23), 13078; https://doi.org/10.3390/su132313078 - 25 Nov 2021
Cited by 7 | Viewed by 4097
Abstract
With the increasingly serious aging problem, getting around in communities has become an important means of socializing for older adults. This study proposes a new community aging-friendly transportation service system from the perspective of service design, so as to help realize the sustainable [...] Read more.
With the increasingly serious aging problem, getting around in communities has become an important means of socializing for older adults. This study proposes a new community aging-friendly transportation service system from the perspective of service design, so as to help realize the sustainable development of community services. To achieve this objective, the pain points and demands of older adults while traveling in communities were collected through a questionnaire survey, focus group interview, and user journey map. In addition, the grounded theory was applied to encode the qualitative data obtained in the focus group interview, so as to explore the path composition and dimension connotation of designing community transportation services. Based on the research results, we found that service strategy, service foundation, service support, and service effect are the key factors influencing customized transportation services. The established model covers the design framework of the service system, customized traffic service process, design strategy of community stakeholders, and traffic service system diagram. These research results provide references for community managers, community service providers, and designers. Full article
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16 pages, 1985 KiB  
Article
Mapping the Patient’s Journey in Healthcare through Process Mining
by Michael Arias, Eric Rojas, Santiago Aguirre, Felipe Cornejo, Jorge Munoz-Gama, Marcos Sepúlveda and Daniel Capurro
Int. J. Environ. Res. Public Health 2020, 17(18), 6586; https://doi.org/10.3390/ijerph17186586 - 10 Sep 2020
Cited by 35 | Viewed by 13030
Abstract
Nowadays, assessing and improving customer experience has become a priority, and has emerged as a key differentiator for business and organizations worldwide. A customer journey (CJ) is a strategic tool, a map of the steps customers follow when engaging with a company or [...] Read more.
Nowadays, assessing and improving customer experience has become a priority, and has emerged as a key differentiator for business and organizations worldwide. A customer journey (CJ) is a strategic tool, a map of the steps customers follow when engaging with a company or organization to obtain a product or service. The increase of the need to obtain knowledge about customers’ perceptions and feelings when interacting with participants, touchpoints, and channels through different stages of the customer life cycle. This study aims to describe the application of process mining techniques in healthcare as a tool to asses customer journeys. The appropriateness of the approach presented is illustrated through a case study of a key healthcare process. Results depict how a healthcare process can be mapped through the CJ components, and its analysis can serve to understand and improve the patient’s experience. Full article
(This article belongs to the Special Issue Process-Oriented Data Science for Healthcare 2019 (PODS4H19))
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21 pages, 6732 KiB  
Article
An Enriched Customer Journey Map: How to Construct and Visualize a Global Portrait of Both Lived and Perceived Users’ Experiences?
by Juliana Alvarez, Pierre-Majorique Léger, Marc Fredette, Shang-Lin Chen, Benjamin Maunier and Sylvain Senecal
Designs 2020, 4(3), 29; https://doi.org/10.3390/designs4030029 - 1 Aug 2020
Cited by 19 | Viewed by 14192
Abstract
Design is about understanding the system and its users. Although User Experience (UX) research methodologies aim to explain the benefits of a holistic measurement approach including explicit (e.g., self-reported) and implicit (e.g., automatic and unconscious biophysiological reactions) data to better understand the global [...] Read more.
Design is about understanding the system and its users. Although User Experience (UX) research methodologies aim to explain the benefits of a holistic measurement approach including explicit (e.g., self-reported) and implicit (e.g., automatic and unconscious biophysiological reactions) data to better understand the global user experience, most of the personas and customer journey maps (CJM) seen in the literature and practice are mainly based on perceived and self-reported users’ responses. This paper aims to answer a call for research by proposing an experimental design based on the collection of both explicit and implicit data in the context of an authentic user experience. Using an inductive clustering approach, we develop a data driven CJM that helps understand, visualize, and communicate insights based on both data typologies. This novel tool enables the design development team the possibility of acquiring a broad portrait of both experienced (implicit) and perceived (explicit) users’ experiences. Full article
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15 pages, 601 KiB  
Article
How to Innovate the Service Design of Leisure Farms: The Innovation of Sustainable Business Models
by Mengyi Lin, Fu-Yuan Li and Zhe Ji
J. Open Innov. Technol. Mark. Complex. 2020, 6(3), 45; https://doi.org/10.3390/joitmc6030045 - 29 Jun 2020
Cited by 12 | Viewed by 6420
Abstract
There is extensive academic literature about service satisfaction, business performance analysis, and management research of leisure farms, but there are still many problems and room for development on how to create customer journey maps for diversified leisure farms and also on service innovation [...] Read more.
There is extensive academic literature about service satisfaction, business performance analysis, and management research of leisure farms, but there are still many problems and room for development on how to create customer journey maps for diversified leisure farms and also on service innovation opportunities. Leisure agricultural tourism is now facing diversified business challenges, and thoughts on service design as well as methods and tools contribute to the innovation of sustainable business models. By exploring customers’ touchpoints on leisure farms and their core motivations to visit the farm, this paper proposes a method to integrate the application of target tools of touchpoints into the customer journey map and shows the service design framework of leisure farms’ management and organization. Finally, this paper puts forward five key requirements on touchpoints in leisure farms’ service innovation, so as to achieve reasonable resource deployment of marketing mix and promote the sustainable development of leisure farms. Full article
(This article belongs to the Special Issue Business Model Innovation)
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