Customer Journey and Experience in Railways Public Transport: A Systematic Literature Review and Subsequent Research Agenda
DOI:
https://doi.org/10.37385/ijedr.v6i1.6787Keywords:
customer journey,, rail journey,, customer experience,, travel experience, service experience,, passenger experience, public transportation, railways,, high speed railsAbstract
Customer journey has become an increasingly important concept for understanding complex customer behaviour and gaining insights into their experiences. While this term has been used in various disciplines since the 1990s and has evolved. This paper adopts a stream-based systematic review approach to identify the underlying themes of the customer journey presented in the business literature through 2024. Initial set of search keywords are “customer journey” or “consumer journey”. And then “railways” or “rails”, as additional search string. 82 relevant papers were taken from Scopus for analysis. Linking the user customer journey in public transportation is crucial today. This study aims are (1) mapping existing studies on customer journey analysis in the railway industry, including reference journal sources, study context, country of origin and year of publication of bibliographic journals (previous research), (2) compiling definition terminology regarding customer journey stated by previous researchers' thoughts, (3) identifying important variables that influence customer experience throughout their journey on the train, (4) mapping existing studies on customer journey analysis in the railway industry, based on the approaches that have been developed in, (5) classifying studies related to customer journey in railways, related to research methods that have been used in previous research, (6) provide topics and previous research results that can be used as a framework by researchers and practitioners as a reference in developing service improvement strategies in the railway industry (7) identify research gaps that can be the basis for further research related to customer journey analysis in this sector. For methodology, methodological diversity in research that includes exploration, description, experimentation, and causal analysis. The positivist paradigm dominates, but there is a balance with the interpretivist paradigm in more exploratory studies. The inductive approach is often used for exploratory studies, while deduction is more suitable for testing existing theories. So now, the relevance of the importance of the presence of public transportation is increasing day by day in the activities of modern society. The development of public transportation in developing countries is getting higher, in line with population growth through urbanization.
References
Ardakani, A. S., Ghannad, S. B., Sadrabadi, M. M., & Shakerian, H. (2018). Service design by identification and prioritization of customer demands in Kano model: A step towards the quality function deployment (QFD) and the productivity improvement. Industrial Engineering & Management Systems, 17(3), 600– 612. https://doi.org/10.7232/iems.2018.17.3.600
Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48, 630–648. https://doi.org/10.1007/s11747 019-00718-x
Bueno, E. V., Weber, T. B. B., Bomfim, E. L., & Kato, H. T. (2019). Measuring customer experience in service: A systematic re view. Service Industries Journal, 39(11–12), 779–798. https://doi. org/10.1080/02642069.2018.1561873
Brons, M., & Rietveld, P. (2009). Improving the quality of the door- to- door rail journey: A customer- oriented approach. Built Environment, 35(1), 122–135. http://www.jstor.org/stable/23289648
Crosier, A., & Handford, A. (2012). Customer journey mapping as an advocacy tool for disabled people: A case study. Social Marketing Quarterly, 18(1), 67–76. https://doi.org/10.1177/1524500411 435483
Customer journey mapping as an advocacy tool for disabled people: A case study. Social Marketing Quarterly, 18(1), 67–76. https://doi.org/10.1177/1524500411 435483
Culen, A. L., van der Velden, M., & Herstad, J. (2014, March 23– 27). Travel experience cards: Capturing user experiences in public transortation. In ACHI 2014– 7th International Conference on Advances in Computer-Human Interactions (pp. 72– 78). International Academy, Research, and Industry Association.
De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020). Moving the customer experience field forward: Introducing the touchpoints, context, qualities (TCQ) nomenclature. Journal of Service Research, 23(4), 433– 455. https://doi.org/10.1177/10946 70520928390
Delgado Jalón, M. L., Gomez Ortega, A., & De Esteban Curiel, J. (2019). The social perception of urban transport in the city of Madrid: The application of the servicescape model to the bus and underground services. European Transport Research Review, 11(37), https://doi. org/10.1186/s12544-019-0373-5
Gendel- Guterman, H., & Billig, M. (2020). Increasing citizen satisfaction with municipal services: The function of intangible factors. International Review on Public and Nonprofit Marketing, 1– 16. https:// doi.org/10.1007/s12208-020-00267-y
Grison, E., Gyselinck, V., & Burkhardt, J. M. (2016). Exploring factors related to users’ experience of public transport route choice: Influence of context and users profiles. Cognition, Technology and Work, 18(2), 287–301. https://doi.org/10.1007/s10111-015-0359-6
Helkkula, A. (2011). Characterising the concept of service experience. Journal of Service Management, 22(3), 367– 389. https://doi. org/10.1108/09564231111136872
Högström, C., Davoudi, S., Löfgren, M., & Johnson, M. (2016). Relevant and preferred public service: A study of user experiences and value creation in public transit. Public Management Review, 18(1), 65–90. https://doi.org/10.1080/14719037.2014.957343
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience – A review and research agenda. Journal of Service Theory and Practice, 27(3), 642–662. https://doi.org/10.1108/JSTP-03-2015-0064
Knupfer, S. M., Pokotilo, V., & Woetzel, J. (2018). Elements of success: Urban transportation systems of 24 global cities. McKinsey & Company.
Kranzbühler, A., Kleijnen, M. H. P., Morgan, R. E., & Teerling, M. (2018). The multilevel nature of customer experience research: An integr tive review and research agenda. International Journal of Management Reviews, 20, 433– 456. https://doi.org/10.1111/ijmr.12140
Leino, H., & Puumala, E. (2020). What can co- creation do for the citi ens? Applying co- creation for the promotion of participation in cities. Environment and Planning C: Politics and Space. https://doi. org/10.1177/23996 54420957337
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420 Lim, W. M. (2016). Understanding the selfie phenomenon: Current in sights and future research directions. European Journal of Marketing, 50(9–10), 1773–1788. https://doi.org/10.1108/EJM-07-2015-0484
Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic: Reactions, re flections and refinements. Marketing Theory, 6(3), 281– 288. https:// doi.org/10.1177/1470593106066781
Ni, Y., Yi, F., Ma, S., & Sun, Y. (2019). User journey with intelligent public transportation system in Shanghai. Lecture Notes in Computer Science (including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 11596, 487– 499. https://doi. org/10.1007/978-3-030-22666-4_35
O’Flynn, J. (2007). From new public management to public value: Paradigmatic change and managerial implications. Australian Journal of Public Administration, 66(3), 353– 366. https://doi. org/10.1111/j.1467-8500.2007.00545.x
Odeck, J. (2008). The effect of mergers on efficiency and productivity of public transport services. Transportation Research Part A: Policy and Practice, 42(4), 696– 708. https://doi.org/10.1016/j.tra.2007.12.004
Oliver Wyman Forum. (2019). Urban mobility readiness index. https:// www.olive rwyma nforum.com/conte nt/dam/olive r- wyman/ ow- forum/mobility/2019/2019-Mobility-Index-Report.pdf
Olsson, L. E., Friman, M., Pareigis, J., & Edvardsson, B. (2012). Measuring service experience: Applying the satisfaction with travel scale in public transport. Journal of Retailing and Consumer Services, 19(4), onser.2012.04.002 413– 418. https://doi.org/10.1016/j.jretc
Pareigis, J., Echeverri, P., & Edvardsson, B. (2012). Exploring internal mechanisms forming customer servicescape experiences. Journal of Service Management, 23(5), 677– 695. https://doi.org/10.1108/09564 231211269838
Pareigis, J., Edvardsson, B., & Enquist, B. (2011). Exploring the role of the service environment in forming customer’s service experience. International Journal of Quality and Service Sciences, 3(1), 110–124. https://doi.org/10.1108/17566691111115117
Rincon-Novoa J, Rojas-Berrio S, Robayo-Pinzon O. (2022) Citizen experience in public transport: A systematic review and future research agenda. Int J Consum Stud. 46: 540–557. https://doi.org/10.1111/ijcs.12699
Ross, T., May, A., & Cockbill, S. A. (2020). The personal and contextual factors that affect customer experience during rail service failures and the implications for service design. Applied Ergonomics, 86, 103096. https://doi.org/10.1016/j.apergo.2020.103096
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/0267257997 84870496
Soto, G., Larrain, H., & Muñoz, J. C. (2017). A new solution framework for the limited- stop bus service design problem. Transportation Research Part B: Methodological, 105, 67– 85. https://doi.org/10.1016/j. trb.2017.08.026 ?
Sukmasetya, P., Santoso, H. B., & Sensuse, D. I. (2018, October 22- 26). Current e- government public service on user experience perspective in Indonesia. In Proceedings of the 2018 International Conference on Information Technology Systems and Innovation, ICITSI 2018 (pp. 159– 164), Bandung, Indonesia. https://doi.org/10.1109/ ICITSI.2018.8695962
Suzianti, A., & Chairunnisa, A. (2018). Designing service blueprint of self- service technology (SST) based public transportation service in Indonesia using SSTQual, Kano model, and QFD. MATEC Web of Conferences, 237. https://doi.org/10.1051/matecconf/20182 3703008
Tiznado- Aitken, I., Lucas, K., Muñoz, J. C., & Hurtubia, R. (2020). Understanding accessibility through public transport users’ experiences: A mixed methods approach. Journal of Transport Geography, 88, geo.2020.102857 102857. https://doi.org/10.1016/j.jtran
Vargo, S. L., & Lusch, R. F. (2008). Service- dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10. https://doi.org/10.1007/s11747-007-0069-6
Vasconcelos, A. M., Barichello, R., Lezana, Á., Forcellini, F. A., Ferreira, M. G. G., & Cauchick, M. P. A. (2015). Conceptualisation of the service experience by means of a literature review. Benchmarking: An International Journal, 22(7), 1301– 1314. https://doi.org/10.1108/ BIJ-08-2013-0078
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31– 41. https://doi.org/10.1016/j. jretai.2008.11.001
Vos, M. C., Sauren, J., Knoop, O., Galetzka, M., Mobach, M. P., & Pruyn, A. T. H. (2019). Into the light: Effects of the presence of cleaning staff on customer experience. Facilities, 37(1–2), 91–102. https://doi. org/10.1108/F-10-2017-0105
Wirtz, S., & Jakobs, E. M. (2013). Improving user experience for passenger information systems. Prototypes and reference objects. IEEE Transactions on Professional Communication, 56(2), 120– 137. https:// doi.org/10.1109/TPC.2013.2257211
Zomerdijk, L. G., & Voss, C. A. (2009). Service design for experience- centric services. Journal of Service
