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Nowadays, assessing and improving customer experience has become a priority, and has emerged as a key differentiator for business and organizations worldwide. A customer journey (CJ) is a strategic tool, a map of the steps customers follow when engaging with a company or organization to obtain a product or service. The increase of the need to obtain knowledge about customers' perceptions and feelings when interacting with participants, touchpoints, and channels through different stages of thedoi:10.3390/ijerph17186586 pmid:32927669 fatcat:kisqpdcaovbglgboaua6qznboy