The role of technology in the customer journey in halal tourism: what we know, how we know, and where we should go

Technology plays an integral role in managing the customer journey. With the continued significance of emerging technologies and halal tourism, a consolidated and comprehensive understanding of the impact of technology on the Muslim traveler's customer journey is necessary to understand the current state of research and advance this field. The purpose of this chapter is to conduct a systematic literature review of the role of technology in the customer journey in halal tourism. This systematic review is guided by the SPAR-4-SLR protocol using the theories, contexts, characteristics, and methods (TCCM) framework. Twenty-nine relevant English articles from the Scopus and Web of Science databases were identified and reviewed based on the key publication trends, main theories, contexts, characteristics, and research methods. Findings show that, while most studies have focused on the role of technology in the service encounter phase, few relate to the post-encounter stage, or the backstage supporting processes. Literature focusing on emerging technologies remains scant and more empirical studies are needed, particularly in the context of non-OIC regions. This chapter is the first to map research on technology in the context of the customer journey and halal tourism. Accordingly, service managers will have a state-of-the-art understanding of this field. With the mapping of technologies in both onstage interactions with customers and the supporting backstage processes throughout the customer journey, managers can use the insights here to better manage their services to improve the customer experience for halal markets. This chapter also provides researchers with a research agenda containing ten specific future research directions to advance the field.

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A Research Agenda for Halal Tourism

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978 1 03534 942 5

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