A recurring problem for research into services is the question of validity – i.e. knowing which quality factors really are relevant for measurement and analysis. Retrospective data collection of customer perceptions has shortcomings in “fuzzy” and dynamic service processes. This paper focuses on the customer experience as an active resource for developing service systems.
Using a video‐based methodology for collecting naturally occurring data and a “think‐aloud” methodology for collecting real‐time user perceptions, the study reveals concrete cues in the service environment that determine quality from a customer perspective. The study then presents an empirical case to test and develop this methodology.
The study involves able‐bodied and disabled passengers using public transport and identifies environmental and processual factors that are critical for the customer base.
The study demonstrates the potential for more advanced observational methods in exploring service phenomena. The methodology used here has a higher face validity than traditional retrospective methods.
Using the sort of naturally occurring data presented in the present study, marketers and environmental designers could have a tool for obtaining more detailed, authentic and dynamic information on the actual purchase and consumption of service processes.
The described video‐based methodology gives rise to new ideas on how to develop research into services. In particular, it provides a tool for getting close to the essence of the service phenomenon. Such advanced observational methods are especially promising for investigating the contextual and processual aspects of service provision.
