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Combining qualitative design-based methods and quantitative consumer research methods to improve customer experience in small service businesses

an example from the health club industry

Rechten: Alle rechten voorbehouden

Combining qualitative design-based methods and quantitative consumer research methods to improve customer experience in small service businesses

an example from the health club industry

Rechten: Alle rechten voorbehouden

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Abstract


How can you provide health clubs with the possibility of offering innovative and differentiating services in an increasingly competitive and rapidly changing environment? This was the issue raised by the Dutch health club industry, which has grown rapidly in recent years. To this end, we conducted extensive research in order to understand the needs of customers and flesh out a customer-driven marketing approach. As the most frequently used models and methods in marketing do not respond to the demands of small businesses, we adapted emerging generative-user research methods from the field of design. We demonstrate how we combined qualitative design research with quantitative customer research in a study for the health club industry. Finally, we discuss how the approach prompted new insights in the context of small business in the service sector through multidisciplinary collaboration.
DOI: 10.1504/IJTMKT.2015.070647

http://www.inderscienceonline.com/doi/abs/10.1504/IJTMKT.2015.070647

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OrganisatieHogeschool Utrecht
AfdelingKenniscentrum Digital Business & Media
LectoraatMarketing & Customer Experience
Datum2015-10-29
TypeArtikel
TaalEngels

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