Using Netnography Research Method to Reveal the Underlying Dimensions of the Customer/Tourist Experience
MetadataShow full item record
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 thequestion 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 conceptsthat 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 thatwere written in English and posted online. Therefore, care should be taken when interpreting thesefindings.Practical implications – This study attempted to gain a meaningful degree of understanding ofcustomer experience construct. The results suggest a number of implications for service, marketingand brand managers. The knowledge of customer experience and the challenge of creating greatcustomer experience are of utmost importance. Many marketers acknowledge the importance ofcustomer experience, but they have very little knowledge of what the components are of customerexperience.Originality/value – Netnography has not been widely used as a marketing research technique.
Showing items related by title, author, creator and subject.
Etic Interpreting of Naïve Subjective Personal Introspections of Tourism Behavior: Analyzing Visitors' Stories About Experiencing Mumbai, Seoul, Singapore and TokyoMartin, D.; Woodside, Arch; Dehuang, N. (2007)Purpose – To demonstrate how brand netnography is useful in showing how visitors interpret the places, people and situations that they experience when traveling. Design/methodology/approach – Through analysis of online ...
Stein, Alisha Sarah (2015)We have now entered into the age of the customer, a time where competing through traditional methods is no longer valid; it is the customer experience that is crucial to gaining a competitive advantage. Despite the ...
Tam, J.L.; Sharma, Piyush; Kim, N. (2014)Purpose – This study aims to develop a model based on attribution theory and intercultural literature to explain the underlying customer satisfaction process in intercultural service encounters. Design/methodology/approach ...