A Holistic Approach to Customer Journey Management: Driving Satisfaction and Competitive Advantage in Tourism

The purpose of this study is to develop and propose a holistic, stage-based conceptual
framework for Customer Journey Management, addressing a critical gap in the literature
that lacks a diagnostic and strategic tool to analyze the full journey across all phases,
particularly within the tourism sector. Using a conceptual modeling approach grounded in
a systematic literature review, the study synthesizes existing theories, Service-Dominant
Logic and Customer Experience Theory, to propose a new theoretical-practical model
(The Pyramid Model) and a measurement tool (Questionnaire/Grid). The framework
integrates cognitive, emotional, and behavioral dimensions across the pre-, during-, and
post-consumption stages. A comprehensive Questionnaire/Grid systematically maps and
measures the impact of critical touchpoints on customer outcomes such as satisfaction and
consumer delight. The model pioneers a quantifiable diagnostic tool that translates theory
into managerial action, offering service managers a clear methodology to audit journeys,
allocate resources, and drive customer delight and sustainable competitive advantage.