Innovation, Technology, and Entrepreneurship Journal

Articles

Do Business Growth and Technology Maximation Help SMEs Sustainability under Uncertainty?

Do Anh Tai , Ilma Ratnawati , Nguyen Bich Hong

Published
30 January 2024

Vol. 1 No. 1 (2024)
Pages 13-20

DOI

Open Access
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Abstract

This research is motivated by the large number of developments in digital start-ups and large digital-based companies that are starting to understand customers. This research aims to analyze Customer Journey Mapping (CJM) and examine what instruments are involved in digital-based start-up companies to finally develop a process model for CJM in digital-based start-up businesses. This study uses the qualitative case study method on digital-based start-up companies in Magelang and Yogyakarta, Indonesia by conducting in-depth interviews with 5 start-up owners/CEOs. The results of this research show that CJM has three stages that customers will go through and the company will respond to. In the form of prepurchase, purchase, and post-purchase stages, all stages simultaneously relate to creating a unique experience. For practical implication, this model can be maximized in start-up businesses to acquire loyal customers.

Keywords

Customer Journey; Start-up business; Pre-purchase; Purchasing; Post-purchase

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Publication Information
Published 30 January 2024
Section Articles
Copyright Copyright (c) 2024 Innovation, Technology, and Entrepreneurship Journal
Keywords
  • Customer Journey
  • Start-up business
  • Pre-purchase
  • Purchasing
  • Post-purchase
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