Maritime ports are complex ecosystems involving multiple stakeholders whose experiences directly influence operational efficiency and long-term competitiveness. However, user-centered approaches to understanding these experiences remain underutilized. This paper aims to investigate the role of Customer Journey Mapping (CJM) in enhancing stakeholder experiences in maritime logistics. It seeks to identify how CJM can be systematically applied to reveal pain points and optimize services. The study employs a qualitative case study approach, combining stakeholder interviews, on-site observations, and the development of a detailed customer journey map for a selected port. Findings demonstrate that CJM effectively identifies inefficiencies and unmet needs in port services. This research integrates experiential perspectives into port planning and service design, offering a replicable methodology for port authorities to map and improve customer journeys, fostering more user-centric, responsive, and efficient operations. The approach supports strategic decision-making aimed at enhancing service quality and stakeholder engagement.
Gil-Pereira et al. (Thu,) studied this question.