Information search behavior at the post-purchase stage of the customer journey

Cristiane Pizzutti (), Renata Gonçalves () and Maura Ferreira ()
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Cristiane Pizzutti: Universidade Federal do Rio Grande do Sul
Renata Gonçalves: Universidade Federal do Rio Grande do Sul
Maura Ferreira: Pontifícia Universidade Católica do Rio Grande do Sul

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 5, No 5, 1010 pages

Abstract: Abstract 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 maximize the 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.

Keywords: Post-decision information; Information search behavior; Customer journey; Customer outcomes (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s11747-022-00864-9

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