Customer experience research predominantly anchors the customer journey on a specific offering, implying an inherently firm-centric perspective. Attending calls for a more customer-centric approach, this study aims to develop a goal-oriented view of customer journeys.,This study interprets the results of a phenomenological study of a transformative journey toward a sober life with the self-regulation model of behavior to advance understanding of customer journeys.,The consumer's journey toward a higher-order goal encompasses various customer journeys toward subordinate goals, through which consumers engage in iterative cognitive and behavioral processes to adjust or maintain their experienced situation vis-a-vis the goal. Experiences drive behavior toward the goal. It follows that negative experiences may contribute to goal attainment.,This study highlights the importance of looking at the consumers' higher-order goals to obtain a more holistic understanding of the customer journey.,Companies and organizations should extend their view beyond the immediate goals of their customers to identify relevant touchpoints and other customer journeys that affect the customer experience.,This study proposes conceptualization of the customer journey, comprising goal-oriented processes at different hierarchical levels, and it demonstrates how positive and negative customer experiences spur behaviors toward the higher-order consumer goal. This conceptualization enables a more customer-centric perspective on journeys.

中文翻译：

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面向目标的客户旅程视图

客户体验研究主要将客户旅程锚定在特定产品上，这暗示着以企业为中心的内在观点。为了寻求以客户为中心的方法，本研究旨在发展以目标为导向的客户旅程视图。该研究通过行为的自我调节模型，解释了向清醒人生转型之旅的现象学研究结果。为了增进对客户旅程的了解。消费者向更高目标迈进的旅程包含了各种从属目标迈向的旅程，通过这些过程，消费者参与了迭代的认知和行为过程，以相对于目标来调整或维持他们的经历。体验将行为逼向目标。因此，负面的经历可能有助于目标的达成。这项研究强调了查看消费者的更高目标的重要性，以更全面地了解客户旅程。公司和组织应将其视野扩展到客户的近期目标之外，以识别相关的接触点和其他客户旅程本研究提出了客户旅程的概念化，包括不同层次级别的面向目标的流程，并演示了正面和负面的客户体验如何刺激行为朝着更高层次的消费者目标发展。这种概念化可以使旅程更加以客户为中心。公司和组织应将其视野扩展到客户的近期目标之外，以识别影响客户体验的相关接触点和其他客户旅程。本研究提出了客户旅程的概念化，包括不同层次级别的面向目标的流程，展示了正面和负面的客户体验如何刺激行为朝着更高层次的消费者目标发展。这种概念化可以使旅程更加以客户为中心。公司和组织应将其视野扩展到客户的近期目标之外，以识别影响客户体验的相关接触点和其他客户旅程。本研究提出了客户旅程的概念化，包括不同层次级别的面向目标的流程，展示了正面和负面的客户体验如何刺激行为朝着更高层次的消费者目标发展。这种概念化可以使旅程更加以客户为中心。它展示了积极和消极的客户体验如何刺激行为朝着更高层次的消费者目标发展。这种概念化可以使旅程更加以客户为中心。它展示了积极和消极的客户体验如何刺激行为朝着更高层次的消费者目标发展。这种概念化可以使旅程更加以客户为中心。