Using Netnography Research Method to Reveal the Underlying Dimensions of the Customer/Tourist Experience

Abstract

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.