Mapping a Customer Journey Across Multiple Online Channels: An Explorative Study in an Online Hotel Booking Setting
| dc.contributor.advisor | Hillebrand, B. | |
| dc.contributor.author | Klosse, Lodewijk | |
| dc.date.issued | 2018 | |
| dc.description.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. | en_US |
| dc.identifier.uri | https://theses.ubn.ru.nl/handle/123456789/6778 | |
| dc.language.iso | en | en_US |
| dc.thesis.faculty | Faculteit der Managementwetenschappen | en_US |
| dc.thesis.specialisation | Marketing | en_US |
| dc.thesis.studyprogramme | Master Business Administration | en_US |
| dc.thesis.type | Master | en_US |
| dc.title | Mapping a Customer Journey Across Multiple Online Channels: An Explorative Study in an Online Hotel Booking Setting | en_US |
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