Using netnography research method to reveal the underlying dimensions of the customer/tourist experience
Purpose – The interest in customer experience has increased at a phenomenal rate.However, research to capture the true meaning of the concept is limited.Therefore, this study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience.Desi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Emerald Group Publishing Limited
2013
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/19126/1/QMRAIJ%2016%20%202%202013%20126%20-%20149.pdf |
| _version_ | 1803627667507904512 |
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| author | Rageh, Ahmed Melewar, T.C. Woodside, Arch |
| author_facet | Rageh, Ahmed Melewar, T.C. Woodside, Arch |
| author_sort | Rageh, Ahmed |
| collection | UUM |
| description | Purpose – The interest in customer experience has increased at a phenomenal rate.However, research to capture the true meaning of the concept is limited.Therefore, this study aims to address the
question of what are the underlying dimensions that constitute the construct of customer experience.Design/methodology/approach – The netnography method is utilized to validate a priori concepts that have been identified in the literature within the tourist industry in Egypt.
Findings – The results identified eight dimensions; comfort, educational, hedonic, novelty, recognition, relational, safety and beauty, which are consistent with major studies on experience.Research limitations/implications – The focus of the study was on customer reviews that
were written in English and posted online. Therefore, care should be taken when interpreting these findings.Practical implications – This study attempted to gain a meaningful degree of understanding of customer experience construct. The results suggest a number of implications for service, marketing and brand managers.The knowledge of customer experience and the challenge of creating great customer experience are of utmost importance.Many marketers acknowledge the importance of customer experience, but they have very little knowledge of what the components are of customer experience.Originality/value – Netnography has not been widely used as a marketing research technique. |
| first_indexed | 2024-07-04T06:09:42Z |
| format | Article |
| id | uum-19126 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:09:42Z |
| publishDate | 2013 |
| publisher | Emerald Group Publishing Limited |
| record_format | dspace |
| spelling | uum-191262016-11-10T03:44:08Z https://repo.uum.edu.my/id/eprint/19126/ Using netnography research method to reveal the underlying dimensions of the customer/tourist experience Rageh, Ahmed Melewar, T.C. Woodside, Arch HB Economic Theory Purpose – The interest in customer experience has increased at a phenomenal rate.However, research to capture the true meaning of the concept is limited.Therefore, this study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience.Design/methodology/approach – The netnography method is utilized to validate a priori concepts that have been identified in the literature within the tourist industry in Egypt. Findings – The results identified eight dimensions; comfort, educational, hedonic, novelty, recognition, relational, safety and beauty, which are consistent with major studies on experience.Research limitations/implications – The focus of the study was on customer reviews that were written in English and posted online. Therefore, care should be taken when interpreting these findings.Practical implications – This study attempted to gain a meaningful degree of understanding of customer experience construct. The results suggest a number of implications for service, marketing and brand managers.The knowledge of customer experience and the challenge of creating great customer experience are of utmost importance.Many marketers acknowledge the importance of customer experience, but they have very little knowledge of what the components are of customer experience.Originality/value – Netnography has not been widely used as a marketing research technique. Emerald Group Publishing Limited 2013 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/19126/1/QMRAIJ%2016%20%202%202013%20126%20-%20149.pdf Rageh, Ahmed and Melewar, T.C. and Woodside, Arch (2013) Using netnography research method to reveal the underlying dimensions of the customer/tourist experience. Qualitative Market Research: An International Journal, 16 (2). pp. 126-149. ISSN 1352-2752 http://doi.org/10.1108/13522751311317558 doi:10.1108/13522751311317558 doi:10.1108/13522751311317558 |
| spellingShingle | HB Economic Theory Rageh, Ahmed Melewar, T.C. Woodside, Arch Using netnography research method to reveal the underlying dimensions of the customer/tourist experience |
| title | Using netnography research method to reveal the underlying dimensions of the customer/tourist experience |
| title_full | Using netnography research method to reveal the underlying dimensions of the customer/tourist experience |
| title_fullStr | Using netnography research method to reveal the underlying dimensions of the customer/tourist experience |
| title_full_unstemmed | Using netnography research method to reveal the underlying dimensions of the customer/tourist experience |
| title_short | Using netnography research method to reveal the underlying dimensions of the customer/tourist experience |
| title_sort | using netnography research method to reveal the underlying dimensions of the customer tourist experience |
| topic | HB Economic Theory |
| url | https://repo.uum.edu.my/id/eprint/19126/1/QMRAIJ%2016%20%202%202013%20126%20-%20149.pdf |
| work_keys_str_mv | AT ragehahmed usingnetnographyresearchmethodtorevealtheunderlyingdimensionsofthecustomertouristexperience AT melewartc usingnetnographyresearchmethodtorevealtheunderlyingdimensionsofthecustomertouristexperience AT woodsidearch usingnetnographyresearchmethodtorevealtheunderlyingdimensionsofthecustomertouristexperience |