Key Changes in The Customer Journey as a Result of Digitization in Trade

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cris.sourceIdoai:journals.unwe.bg:article/217
dc.creatorGalabova, Violetaen
dc.creatorZlatkova, Velichkaen
dc.date2023-06-01
dc.date.accessioned2026-09-24T23:10:21Z
dc.date.available2026-09-24T23:10:21Z
dc.descriptionDynamic changes in consumer behaviour and digitization in retail have largely led to the emergence and development of omnichannel commerce. This, in turn, laid the foundations for the construction of a new model of customer contact, finding expression in the so-called “360-degree user experience” and the creation of an efficient customer journey. Processes are tied to defining the right set of touchpoints and integrating them to a level that provides the all-important “seamless shopping experience” for the modern consumer. In this regard, the current report emphasizes the importance of researching the specifics of the consumer path in trade and the relevant factor impacts in the undisputed leading role of digitalization.en
dc.formatapplication/pdf
dc.identifierhttps://rp.unwe.bg/index.php/rp/article/view/217
dc.identifier10.37075/RP.2023.2.03
dc.identifier.urihttps://ds.e-dnrs.org/handle/123456789/1006
dc.languagebg
dc.publisherAcademic Publishing UNWE (AP-UNWE)en
dc.relationhttps://rp.unwe.bg/index.php/rp/article/view/217/209
dc.rightsCopyright (c) 2023 Violeta Galabova, Velichka Zlatkova (Author)en
dc.rightshttps://creativecommons.org/licenses/by/4.0en
dc.sourceResearch Papers of UNWE; No. 2 (2023); 41-52en
dc.subjectCustomer journeyen
dc.subjectTouchpointsen
dc.subjectCustomer experienceen
dc.subjectDigitizationen
dc.subjectRetailen
dc.subjectL81 - Retail and Wholesale Trade • e-Commerceen
dc.subjectM31 - Marketingen
dc.titleKey Changes in The Customer Journey as a Result of Digitization in Tradeen
dc.typePeer-reviewed Articleen

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