Varnali, Kaan2024-07-182024-07-1820190264-20691743-9507https://doi.org/10.1080/02642069.2018.1445725https://hdl.handle.net/11411/8762The 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.eninfo:eu-repo/semantics/closedAccessCustomer JourneyComplexity TheoryCustomer ExperienceService DesignCustomer Experience ManagementValue Co-CreationService-Dominant LogicResearch PrioritiesExperienceEncountersInnovationContextDesignModelOpportunitiesArticle2-s2.0-8504291838210.1080/02642069.2018.144572583511.AraQ182039Q3WOS:000475786100003