Customer journey is a conceptual framework and analytical approach focusing on the discrete stages and touchpoints a customer navigates during their interaction lifecycle with a product, service, or brand, from initial awareness to post-purchase engagement. This concept investigates customer behaviors, motivations, and experiences across multiple channels, emphasizing the holistic, often non-linear, nature of these interactions. Its academic significance lies in providing a robust lens for empirical research into customer experience management, service design, and strategic marketing, aiming to identify critical points for optimization and value creation.