A Holistic Approach to Customer Journey Management: Driving Satisfaction and Competitive Advantage in Tourism

The purpose of this study is to develop and propose a holistic, stage-based conceptual framework for Customer Journey Management, addressing a critical gap in the literature that lacks a diagnostic and strategic tool to analyze the full journey across all phases, particularly within the tourism sector. Using a conceptual modeling approach grounded in a systematic literature review, the study synthesizes existing theories, Service-Dominant Logic and Customer Experience Theory, to propose a new theoretical-practical model (The Pyramid Model) and a measurement tool (Questionnaire/Grid). The framework integrates cognitive, emotional, and behavioral dimensions across the pre-, during-, and post-consumption stages. A comprehensive Questionnaire/Grid systematically maps and measures the impact of critical touchpoints on customer outcomes such as satisfaction and consumer delight. The model pioneers a quantifiable diagnostic tool that translates theory into managerial action, offering service managers a clear methodology to audit journeys, allocate resources, and drive customer delight and sustainable competitive advantage.