Mapping a Customer Journey Across Multiple Online Channels: An Explorative Study in an Online Hotel Booking Setting
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2018
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en
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Abstract
In this explorative study, a new method is explored on how to analyze and map a customer journey across multiple websites, by analyzing the customer journey of customers that search for and book a hotel using multiple websites. By combining structured observation, usability testing and semi-structured interviews, a rich dataset was acquired to analyze how 26 respondents navigated through various websites to book a hotel and why. By analyzing the dataset both quantitatively and qualitatively and color-coding all the touch points, recurring patterns of touch points were examined and presented in a motivational customer journey map, showing the underlying motivations of customers during their online hotel booking journey. Furthermore, the hotel consideration cycle was discovered, a recurring pattern of touch points that recurred in all analyzed customer journeys, showing how customers evaluate a hotel on an OTA website. As a result, this study contributes to the literature on both customer journeys and online travel bookings and provides managers with a method on how to map a customer journey across multiple online channels.
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Faculteit der Managementwetenschappen