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A mixed-method approach to reveal untapped customer needs

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A mixed-method approach to reveal untapped customer needs

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Samenvatting

How to provide health clubs the possibility of offering distinctive services in an increasingly stronger and rapidly changing competitive environment? This was the issue raised by the Dutch fitness industry, which in recent years has grown markedly.

Our study represents an extension of the dynamic capabilities framework, by exploring and suggesting a mixed method approach to operationalize the capability of customer focus. We have adapted emerging generative user research methods from the field of design as we feel that the most commonly used models and methods in marketing do not answer to the new demands of the market

In our contribution we discuss the need for new methods for arriving at a customer-driven marketing approach. We demonstrate how we have transferred this to the health club industry in a study among n=5,000 customers of health clubs. We will discuss how the approach spurred new insights through multidisciplinary collaboration.

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OrganisatieHogeschool Utrecht
AfdelingKenniscentrum Innovatie en Business
LectoraatMarketing & Customer Experience
Gepubliceerd inConference paper XXIV ISPIM Vol. 2012
Jaar2012
TypeConferentiebijdrage
TaalEngels

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