¿Cualitativo o cuantitativo?: El estudio del Customer Journey desde un enfoque metodológico

Miriam del Consuelo Flores Bañuelos; Aned Garduño Galindo

doi:10.30554/lumina.v24.n2.4910.2023

Qualitative vs Quantitative analysis: The study of the customer journey from a methodological perspective

¿Cualitativo o cuantitativo?: El estudio del Customer Journey desde un enfoque metodológico

Published 2024-10-22

https://doi.org/10.30554/lumina.v24.n2.4910.2023

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Vol. 24 No. 2 (2023): Volumen 24(2)

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Artículo de investigación científica

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Flores Bañuelos, M. del C., & Garduño Galindo, A. (2024). Qualitative vs Quantitative analysis: The study of the customer journey from a methodological perspective. Lúmina, 24(2), E0043. https://doi.org/10.30554/lumina.v24.n2.4910.2023

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https://doi.org/10.30554/lumina.v24.n2.4910.2023

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Flores Bañuelos, M. del C., & Garduño Galindo, A. (2024). Qualitative vs Quantitative analysis: The study of the customer journey from a methodological perspective. Lúmina, 24(2), E0043. https://doi.org/10.30554/lumina.v24.n2.4910.2023

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Miriam del Consuelo Flores Bañuelos

Universidad Cristóbal Colón

Aned Garduño Galindo

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The study of the customer journey has evolved through time and has been approached through different research methodologies. The studies have used a combination of research techniques, including data analysis, suerveys, and in-depth interviews to examine the customer journey from different perspectives. The purpose of this work was to identify the main research methods and techniques from published papers in scientific journals that belong to the marketing area between the years 2012 to 2022, in which the main topic was the customer journey. This was done through a systematic literature review. The conclusions help understand the way this concept was been studied through the last years and allows us to propose future research lines among this topic.

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