Citation

Abdul Rahim, Mohd Fairuz and Ong, Jeen Wei and Md Yatim, Norzarina and Yanan, Hafiz Aizat and Mohd Nizat, Mohd Nizam (2019) Customer Journey Maps of Muslim Young Agropreneurs. In: Conference on Managing Digital Indust ry, Technology, and Entrepreneurship (CoMDITE 2019), 10-11 July 2019, Telkom University, Bandung, Indonesia.

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Abstract

The Malaysian government has targeted to encourage more youths to venture in agricultural sector to be the agriculture-related entrepreneurs (agropreneur). Ministry of Agriculture (MOA) through its agencies include Malaysian Agricultural Research and Development Institution (MARDI) were tasked to execute the Young Agropreneur Programme to grow young agropreneurs in Malaysia. This study aims to develop a template of customer journey map to investigate the experience of Muslim Young Agropreneurs under MARDI’s Young Agropreneur Programme through review of literature. This article reviews the literature related to customer journey map and applies the concept to the context of Muslim Young Agropreneurs’ experience with MARDI’s Young Agropreneur Programme. The expected output of this article is a template of customer journey map for MARDI’s Young Agropreneur Programme. The journey map would capture the channel, customer expectation, experience and emotion throughout their contact with the MARDI’s Young Agropreneur Programme. This article reviews the literature of customer journey map to be used to study the experience of Muslim Young Agropreneurs in dealing with MARDI. The comprehensiveness of customer journey map can help to more comprehensively capture their experience in dealing with the service provider.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Customer journey, MARDI’s Young Agropreneur Programme, Muslim Young Agropreneurs
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD1401-2210 Agriculture > HD1483-1486 Agricultural associations, societies, etc.
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	27 Jan 2022 01:58
Last Modified:	27 Jan 2022 01:58
URII:	http://shdl.mmu.edu.my/id/eprint/9513

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