Lookup NU author(s): Anton Siebert,
Dr Andrew Lindridge
This is the authors' accepted manuscript of an article that has been accepted and is due to be published in its final definitive form by Sage, 2020.
For re-use rights please refer to the publisher's terms and conditions.
Customer experience management (CXM) research is increasingly concerned with the long-term evolution of customer experience journeys across multiple service cycles. A dominant smooth journey model makes customers’ lives easier, with a cyclical pattern of predictable experiences that builds customer loyalty over time, also known as a loyalty loop. An alternate sticky journey model makes customers’ lives exciting, with a cyclical pattern of unpredictable experiences that increases customer involvement over time, conceptualized here as an involvement spiral. Whereas the smooth journey model is ideal for instrumental services that facilitate jobs to be done, the sticky journey model is ideal for recreational services that facilitate never-ending adventures. To fit the flow of each journey type, firms are advised to highlight purchase opportunities during the initial service cycles of smooth journeys or the subsequent service cycles of sticky journeys. In multi-service systems, firms can sustain customer journeys by interlinking loyalty loops and involvement spirals. The article concludes with new journeycentered questions for CXM research as well as branding research, consumer culture theory, consumer psychology, and transformative service research.
Author(s): Siebert A, Gopaldas A, Lindridge AM, Simoes C
Publication type: Article
Publication status: In Press
Journal: Journal of Marketing
Acceptance date: 01/04/2020
Date deposited: 08/04/2020
ISSN (print): 0022-2429
ISSN (electronic): 1547-7185