ABSTRACT
The Malaysian government has targeted to encourage more youths to be agriculture-related entrepreneurs (agropreneur) with the the Malaysian Agricultural Research and Development Institution (MARDI) being tasked to groom young agropeneurs in Malaysia via the Young Agropreneur Programme. 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. 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.
