“Understanding customer journey from the lenses of complexity theory”, authored by Kaan Varnalı (Assoc. Prof. at BİLGİ Faculty of Communication), has been published in the latest issue of The Service Industries Journal.
The present article develops an argument that conceptualizing the customer journey as a complex system provides both a systematic portrayal of the complex and holistic nature of customer experience and an opportunity to serve as an integrative framework for differing definitions in the service literature. A comprehensive literature review reflecting the contemporary understanding of the concept of customer journey is presented. Theoretical and practical implications of adopting a complexity theory-based stance in customer experience research are discussed under five fundamental tenets of complexity theory.