Profa Cristiane Pizzutti, da Escola de Administração da UFRGS, juntamente com Renata Gonçalves, pós-doutora pelo PPGA/UFRGS e Maura Ferreira, mestre pelo PPGA/UFRGS e doutora pela PUC-RS, acabam de publicar no JAMS (Journal of Academic of Marketing Science, IF 9.41), um dos periódicos mais prestigiados da área de marketing. Título e abstract abaixo (https://doi.org/10.1007/s11747-022-00864-9
Information search behavior at the post-purchase stage of the customer journey
Cristiane Pizzutti, Renata Gonçalves & Maura Ferreira
Customer journey models consider information search behavior only at the pre-purchase stage, yet consumers search for information after purchasing. This paper updates customer journey models by integrating two different streams of research— customer journey and post-decision information search (PDIS)—and examining information search as a valuable consumer response and managerial element of the journey. Findings from a multimethod approach, in-depth interviews and a longitudinal survey, reveal that consumers can engage in PDIS in the pre- and post-consumption phases for different reasons such as to maximizethe utility of a purchase, reduce choice uncertainty or regret, and/or satisfy curiosity about a purchase and pre-purchase information search behavior. The findings also indicate that consumers prefer customer-initiated touchpoints for PDIS behavior. The importance of PDIS is reinforced by its positive relationships with customer engagement, word-of-mouth and repurchase intentions. This article provides important managerial insights for dealing with PDIS in the customer journey.