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A dominant smooth journey model makes customers\u2019 lives easier, with a cyclical pattern of predictable experiences that builds customer loyalty over time, also known as a loyalty loop. An alternate sticky journey model makes customers\u2019 lives exciting, with a cyclical pattern of unpredictable experiences that increases customer involvement over time, conceptualized here as an involvement spiral. Whereas the smooth journey model is ideal for instrumental services that facilitate jobs to be done, the sticky journey model is ideal for recreational services that facilitate never-ending adventures. To match the flow of each journey type, firms are advised to encourage purchases during the initial service cycles of smooth journeys, or subsequent service cycles of sticky journeys. In multiservice systems, firms can sustain customer journeys by interlinking loyalty loops and involvement spirals. The article concludes with new journey-centered questions for customer experience management research, as well as branding research, consumer culture theory, consumer psychology, and transformative service research.<\/jats:p>","DOI":"10.1177\/0022242920920262","type":"journal-article","created":{"date-parts":[[2020,5,13]],"date-time":"2020-05-13T06:18:33Z","timestamp":1589350713000},"page":"45-66","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":208,"title":["Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals"],"prefix":"10.1177","volume":"84","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-8588-6554","authenticated-orcid":false,"given":"Anton","family":"Siebert","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6996-5378","authenticated-orcid":false,"given":"Ahir","family":"Gopaldas","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7818-5410","authenticated-orcid":false,"given":"Andrew","family":"Lindridge","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0606-0018","authenticated-orcid":false,"given":"Cl\u00e1udia","family":"Sim\u00f5es","sequence":"additional","affiliation":[]}],"member":"179","published-online":{"date-parts":[[2020,5,13]]},"reference":[{"key":"bibr1-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-019-00628-y"},{"key":"bibr2-0022242920920262","volume-title":"Irresistible: Why We Can\u2019t Stop Checking, Scrolling, Clicking and Watching","author":"Alter Adam","year":"2017"},{"key":"bibr3-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1086\/209382"},{"key":"bibr4-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1086\/209331"},{"key":"bibr5-0022242920920262","unstructured":"Barrett Brian (2018), \u201cThe Quiet, Steady Dominance of Pok\u00e9mon Go,\u201d Wired (July 6), https:\/\/www.wired.com\/story\/pokemon-go-quiet-steady-dominance\/."},{"key":"bibr6-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1086\/338209"},{"key":"bibr7-0022242920920262","unstructured":"BBC Newsbeat (2015), \u201cAddicted to Dating Apps,\u201d (November 1), https:\/\/www.youtube.com\/watch?v=Wizt61Adxgw."},{"key":"bibr8-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1016\/0148-2963(88)90039-2"},{"key":"bibr9-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-019-00718-x"},{"key":"bibr10-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1086\/378613"},{"key":"bibr11-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1177\/0276146719897361"},{"key":"bibr12-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1086\/674724"},{"key":"bibr13-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1046\/j.1360-0443.2002.00015.x"},{"key":"bibr14-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1177\/0022242918809930"},{"key":"bibr15-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1108\/JOSM-01-2014-0034"},{"key":"bibr16-0022242920920262","unstructured":"Bosker Bianca (2017), \u201cWhy Tinder Has Us Addicted: The Dating App Gives You Mind-Reading Powers,\u201d HuffPost (December 6), https:\/\/www.huffpost.com\/entry\/tinder-dating-app_n_3044472."},{"key":"bibr17-0022242920920262","doi-asserted-by":"publisher","DOI":"10.7551\/mitpress\/8429.001.0001"},{"key":"bibr18-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1086\/209330"},{"issue":"9","key":"bibr19-0022242920920262","first-page":"54","volume":"94","author":"Christensen Clayton M.","year":"2016","journal-title":"Harvard Business Review"},{"key":"bibr20-0022242920920262","first-page":"64","author":"Court David","year":"2017","journal-title":"McKinsey Quarterly"},{"key":"bibr21-0022242920920262","first-page":"96","author":"Court David","year":"2009","journal-title":"McKinsey Quarterly"},{"key":"bibr22-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1086\/425086"},{"key":"bibr23-0022242920920262","unstructured":"CrossFit (2019), \u201cWhat is CrossFit?\u201d (accessed November 11, 2019), https:\/\/www.crossfit.com\/what-is-crossfit."},{"key":"bibr24-0022242920920262","volume-title":"MSI Working Paper Series","author":"De Keyser Arne","year":"2015"},{"key":"bibr25-0022242920920262","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-018-0607-4"},{"key":"bibr26-0022242920920262","unstructured":"Dickson EJ (2015), \u201cWhy Is Tinder So addictive? 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