Buyer behavior · Empirical literature synthesis/systematic conceptual review

Understanding Customer Experience Throughout the Customer Journey

Journal of Marketing · 2016

Katherine N. Lemon, Peter C. Verhoef

Summary

Customer experience is cumulative across pre-purchase, purchase, and post-purchase touchpoints, including customer and partner interactions.

For your marketing

Possible founder application

Map the SaaS journey end to end, assign ownership across marketing/product/support, and measure friction between stages.

Reported result

What the study found

Customer experience is cumulative across pre-purchase, purchase, and post-purchase touchpoints, including customer and partner interactions.

Research question

What the authors investigated

How does the study’s stated design explain its reported outcome in this setting?

Design

Empirical literature synthesis/systematic conceptual review

Sample and setting

Multi-touch customer journeys; abstract-only

Scope and transfer

Limitations to keep in view

Abstract/page does not establish broad external validity.

Research sources

abstract_only

Study strength

3.5/5 Abstract-level evidence is useful for framing questions; verify full methods before transfer.

How this was assessed

The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.

Design transparency · 2/2

Based on the reported study design in the retrieved source.

Sample and setting · 1/1

The sample context is stated; a numerical count is preserved only when reported.

Outcome clarity · 1/1

The finding is summarized from publisher or article metadata.

Access for checking · 0.5/1

Only abstract or bibliographic access was confirmed.

Double-blind? The retrieved publisher record does not establish whether participants or outcome assessors were blinded.

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