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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Cristiane Pizzutti & Renata Gonçalves & Maura Ferreira, 2022. "Information search behavior at the post-purchase stage of the customer journey," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 981-1010, September.
    • Handle: RePEc:spr:joamsc:v:50:y:2022:i:5:d:10.1007_s11747-022-00864-9
    DOI: 10.1007/s11747-022-00864-9
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