Conference Agenda

In service contexts, consumers usually travel a complex journey, structured as a sequence of interactions taking place in space and time. While these journeys have been conceptually described, their detailed dynamics are poorly understood. Only recently our community has started to use analytics to better identify what triggers certain behaviors. A process view can be extremely useful to track engagement over the journey and identify experience improvement opportunities. In this talk, we develop a Markov-Decision Process framework that integrates contextual physical and digital factors to model consumer behavior over journeys. We apply the model to distinct contexts such as museum visits, e-commerce navigation and city mobility.