The Development of Customer Journey Mapping in Digital-Based Start-up Businesses
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Jan 22, 2024
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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.
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References
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Tueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021). Going on a journey: A review of the customer journey literature. Journal of Business Research, 125(December 2020), 336–353. https://doi.org/10.1016/j.jbusres.2020.12.028
Yudhanto, Y. (2019). Information Technology Business Start-up. Elex Media komputindo
Arikunto, S. (2016). Prosedur Penelitian: Suatu Pendekatan Praktik. Rineka Cipta. Ayu, R. K. (2017). Perempuan Pebisnis Startup di Indonesia dalam Perspektif Cybertopia.
Court, D., Elzinga, D., Mulder, S., & Vekvik, O. (2009). Consumers are moving outside the marketing funnel by changing the way they research and buy products. Here’s how marketers should respond to the new customer journey. McKinsey & Company. https://www.mckinsey.com/business-functions/growth-marketing-and- sales/our-insights/the-consumer-decision-journey
Crosier, A., & Handford, A. (2015). Customer Journey Mapping as an Advocacy Tool for Disabled People : A Case Study. https://doi.org/10.1177/1524500411435483
De Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A Framework for Understanding and Managing the CX. Working Paper Series, 15(121), 1–47.
Fitrah, M., & Luthfiyah. (2017a). Metode; Penelitian Kualitatif, Tindakan Kelas & Studi Kasus. CV Jejak.
Følstad, A., & Kvale, K. (2018). Customer journeys: a systematic literature review. Journal of Service Theory and Practice, 28(2), 196–227. https://doi.org/10.1108/JSTP-11-2014-0261
Helaluddin, & Wijaya, H. (2019). Analisis Data Kualitatif Sebuah Tinjauan Teori & Praktik (Pertama). Sekolah Tinggi Theologia Jaffray.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45. https://doi.org/10.1007/s11747-015-0460-7
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Micheaux, A., & Bosio, B. (2019). Customer Journey Mapping as a New Way to Teach Data-Driven Marketing as a Service. Journal of Marketing Education, 41(2), 127– 140. https://doi.org/10.1177/0273475318812551
Miles, M. B., Huberman, A. M., & Saldaña, J. (1994). Qualitative Data Analysis: A Sourcebook Of New Methods. SAGE. Beverly Hills.
Miquel-Romero, M. J., Frasquet, M., & Molla-Descals, A. (2020). The role of the store in managing postpurchase complaints for omnichannel shoppers. Journal of Business Research, 109. https://doi.org/10.1016/j.jbusres.2019.09.057
Mishra, O. (2018). A Study On The Purchase And Post Purchase Stage Of Consumers’ Buying Decision Making Process A Study On The Purchase And Post Purchase Stage Of Consumers’ Buying Decision Making. International Research Journal www.ijbmas.in ISSN (Vol. 5).
Moleong, L. (2019). Metodologi Penelitian Kualitatif. PT REMAJA ROSDAKARYA.
Naliniben Chauhan, P. M. (2013). Consumer Behaviour and His Decision of Purchase. International Journal for Research in Management and Pharmacy, 2. www.raijmr.com
Qazzafi, S. (2019). CONSUMER BUYING DECISION PROCESS TOWARD PRODUCTS. International Journal of Scientific Research and Engineering Development, 2. http://www.ijsred.com
Rijali, A. (2018). Analisis Data Kualitatif. Jurnal Alhadharah, 17(33), 81–95. Rijali, A. (2018b). Analisis Data Kualitatif. Jurnal Alhadharah, 17(33), 81–95.
Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143–150. https://doi.org/10.1016/j.bushor.2016.09.010
Rybaczewska, M., Sparks, L., & Sułkowski, Ł. (2020). Consumers’ purchase decisions and employer image. Journal of Retailing and Consumer Services, 55. https://doi.org/10.1016/j.jretconser.2020.102123
Stickdorn, M., Hormess, M. E., Lawrence, A., & Schneider, J. (2018). This is service design doing: applying service design thinking in the real world. O’Reilly Media, Inc.
Sugiyono. (2018). Metode Penelitian Kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D (Sutopo, Ed.).Alfabeta.
Sukmadinata, N. S. (2014). Metode Penelitian Pendidikan. Remaja Rosadakarya. Susilo, E., Wijaya, F. D., & Hartanto, R. (2018). Perancangan dan Evaluasi User Interface
Truong, A. (2021). Digital touchpoint in customer pre-purchase journey-quantitative research in the retailing industry for skincare products. In Program in International Marketing Management(MIMM).
Tueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021). Going on a journey: A review of the customer journey literature. Journal of Business Research, 125(December 2020), 336–353. https://doi.org/10.1016/j.jbusres.2020.12.028
Yudhanto, Y. (2019). Information Technology Business Start-up. Elex Media komputindo