CONSUMER JOURNEY AND TOUCHPOINTS: CONCEPTUAL ANALYSIS AND THEORETICAL PERSPECTIVES
Author: Atanas Luizov (Burgas Free University)
Keywords: consumer journey, customer journey, touchpoints, customer experience, marketing strategy
This article explores the concepts of consumer journey and customer journey, focusing on their role in understanding consumer behavior and optimizing brand interactions. It highlights the importance of mapping and measuring touchpoints to create better customer experiences and build loyalty. The discussion integrates theoretical perspectives, practical models, and methodological approaches for effective marketing strategies.
