Laying the Path: Modelling a B2B Customer Journey in Commodity Markets

The academic discussion of the Customer Journey (CJ) in the Business-to-Business (B2B) sector is highly fragmented. There are different views on the CJ and the respective customer touchpoints. Structural analyses are lacking both concerning the overall B2B CJ and specifically regarding standardized commodity markets. This article aims to address this research gap. To achieve this, a systematic literature review was conducted, during which 86 publications were identified and analyzed. Three relevant drivers emerged for modeling a generalized B2B CJ in commodity markets: 1. Relationship Development, 2. Digitalization, 3. Value Creation. Considering these drivers, eight purchase process phases were identified: 1. Awareness and Need Recognition, 2. Information Gathering, 3. Supplier Search, 4. Consideration and Evaluation, 5. Supplier Selection, 6. Purchase, 7. Usage and Service, 8. Loyalty. The website serves as a relevant touchpoint throughout all CJ phases. In addition to the increasingly digital touchpoints, traditional offline channels remain essential to maintain personal B2B customer interaction.