Tracing Smartphone-Enabled Customer Journeys : A Socio-Material Approach
This doctoral thesis delves into the transformation of the customer journey—that is, the direct and indirect interactions between a customer and retailer over time—in the smartphone era. Using a socio-material perspective, it goes beyond current visions of the customer journey, which often focus on emotions and experiences, and instead explores how agency is distributed across elements that includThis doctoral thesis delves into the transformation of the customer journey—that is, the direct and indirect interactions between a customer and retailer over time—in the smartphone era. Using a socio-material perspective, it goes beyond current visions of the customer journey, which often focus on emotions and experiences, and instead explores how agency is distributed across elements that includ