Using netnography research method to reveal the underlying dimensions of the customer/tourist experience
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Date
2013
Journal Title
Journal ISSN
Volume Title
Type
Article
Publisher
Emerald Group Publishing Limited
Series Info
Qualitative Market Research;Vol. 16 No. 2, pp. 126-149.
Scientific Journal Rankings
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 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.
Description
MSA Google Scholar
Keywords
Customer experience, Experiential brands,, Tourism industry, Netnography, Tourism management, Egypt
Citation
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