Published in


Netnography: as a Market Research Tool

Four Notes to Keep in Mind

Intent — Photo by Brooke Lark on Unsplash

Understanding customers is vital to business sustainability and growth.

  • Due to rapid advancements, especially in information technology, the context in which service is delivered, experienced and evaluated is changing.

Reference: Ostrom, A.L., Parasuraman, A., Bowen, D.E., Patrício, L. and Voss, C.A. (2015), “Service research priorities in a rapidly changing context”, Journal of Service Research, Vol. 18 №2, pp. 127–159.

This creates large masses of information about customers activities and experiences.


Berthon, P., Pitt, L., Kietzmann, J. and McCarthy, I.P. (2015), “CGIP: managing consumer- generated intellectual property”, California Management Review, Vol. 57 №4, pp. 43–62.

Wuenderlich, N.V., Heinonen, K., Ostrom, A.L., Patrício, L., Sousa, R., Voss, C. and Lemmink, G.A.M. (2015), “Futurizing smart service: implications for service researchers and managers”, Journal of Services Marketing, Vol. 29 Nos 6/7, pp. 442–447.

Much of this information is publicly available and presents new opportunities for more personalized, higher quality service.


Rust, R.T. and Huang, M.H. (2014), “The service revolution and the transformation of marketing science”, Marketing Science, Vol. 33 №2, pp. 206–221.

Collecting and analyzing such extensive data, however, is one of the main challenges in today’s service marketing research and practice.


Aksoy, L. (2013), “How do you measure what you can’t define? The current state of loyalty measurement and management”, Journal of Service Management, Vol. 24 №4, pp. 365–381.

Baron, S. and Russell-Bennett, R. (2016), “Editorial: the changing nature of data”, Journal of Services Marketing, Vol. 30 №7, pp. 673–675.


Understand your customers experiences and intents.

Find data by searching for it in the right places.

Access data and personalize experiences.

Analyze data and get insights.



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Bilal Zaiter

Bilal Zaiter

Writing makes life joyful. You will often find me playing at the digital humanities playground.