Netnography: as a Market Research Tool
Four Notes to Keep in Mind
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.