Mapeamento da jornada do consumidor : proposição de método de visualização para jornadas imbricadas e de longo prazo

Abstract

This thesis seeks to answer the following research problem: How to map the embedded and long-term consumer journeys? For this, three papers were developed that will later be submitted to scientific journals for publication. The first article is theoretical and presents a literature review on the tools used to map the consumer journey. From this review, it was possible to identify journeys are inherently complex and have four characteristics: (1) they have multiple viewpoints; (2) the touchpoints are nonlinear; (3) there are periods and duration; and (4) there are embedded journeys. The second article is empirical and develops a method for journey mapping. For this, a single case study integrated with three units of analysis was undertaken. The results of this article confirm that journeys have multiple viewpoints, non-linear touchpoints, and specific periods and duration. The third article is empirical and aims to apply the method previously developed to identify the embedded journeys that occur with the focal company and those that occur with partners. The analysis confirms that the long-term lifegoal-oriented consumer journey has non-linear touchpoints and embedded journeys. Among the main theoretical contributions of this thesis is the proposal to visualize the journey that captures the inherent complexity of the experience. In addition, the method can be used for the analysis of long-term journeys, which may contain a lifegoal, and which occur with one or more companies. Among the main practical implications of the present research is the application of the method in a journey in Higher Education at a university.