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Customer Journey Management Capability in Business-to-Business Markets: Its Bright and Dark Sides and the Overall Impact on Firm Performance (Homburg and Tischer 2023)

June 25, 2023

Although effective customer journey management can increase firm performance, how it is achieved can be costly.

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Tags: coordination, services, resources, service, firm performance, retention, personalization, relationships, b2b, customer journey, journey, loyalty, satisfaction, post-purchase, touchpoints, touchpoint, customer needs, customer expectations, coordination costs, suppliers, profitability
Category: Curated B2B Research
Topics: sales and marketing, E-commerce, Digital Marketing, Branding, advertising, and promotion, Buying and procurement, Channels and distribution, Corporate strategy, Sales

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Customer Journey Management Capability in Business-to-Business Markets: Its Bright and Dark Sides and the Overall Impact on Firm Performance (Homburg and Tischer 2023)

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