CJM maps in investigation of the stages of decision-making processes in delivery service

In the context of an ever-changing and highly competitive goods delivery market, it is challenging for businesses to comprehend and anticipate customer requests and needs. In light of the intense competition between various courier delivery services, it becomes crucial for businesses to gain a deep understanding of the factors that shape consumer preferences and choices. The objective of the study is to identify the principal factors that exert an influence on all stages of the purchase decision-making process. The research method employed was that of the in-depth interview. The objective of this study is to examine the consumer experience and the factors that influence customers' decisions when selecting a delivery service. The findings of the study offer practical recommendations for stakeholders in the goods delivery market, enabling them to enhance their service quality and foster brand loyalty. Furthermore, CJM maps were constructed, enabling a more profound examination of the motives, objectives, actions and impediments encountered by the client at each stage. The investigation of customer motives will facilitate the identification of the most efficacious promotional tools for each delivery service and the enhancement of service quality. By discerning the factors that negatively influence consumer attitudes towards the brand, marketers will be able to prioritise their strategy to achieve optimal success.