Recommendations and service research priorities
| Recommendations | Service research priority (Ostrom et al., 2015) | Connection between recommendations and service research priorities |
|---|---|---|
| Empirical recommendations | ||
| Sustainability | Improving well-being through transformative service | Netnography allows service researchers to study the emergence of sustainable and transformative services |
| B2B | Understanding organization and employee issues relevant to successful service | Netnography can help service researchers generate new insights about professional service providers and their customer relationships |
| International contexts | Understanding service in a global context | Netnography enables service researchers to learn about service experiences in different cultural contexts |
| Digital technologies | Leveraging technology to advance service | Netnography allows service researchers to examine how smart services and the Internet of things can enhance the customer experience |
| Theoretical recommendations | ||
| Online conflicts | Enhancing the service experience | Netnography allows service researchers to participate in, and learn from, the activities and sometimes diverging opinions in online customer communities |
| Service ecosystems | Developing service networks and systems | Netnography enables service researchers to study actors and relationships within service ecosystems |
| Customers’ mental models | Understanding value creation | Netnography can aid service researchers in understanding service customers’ mental models and their activities as resource integrators |
| Online decision-making | Enhancing the service experience | Netnography allows service researchers to explore customer journeys across complex service offerings, touch points, and channels |
| Methodological recommendations | ||
| New methodological combinations | Understanding value creation | By combining netnography with other methods, service researchers may generate an additional dimension of understanding of value creation |
| Non-text content | Understanding value creation | By including non-text content in their netnographic analyses, service researchers can elicit a more complete picture of value creation activities |
| New domains of data collection | Leveraging technology to advance service | By exploring new social networking sites and apps, service researchers can find new and interesting domains of netnographic data collection |
| Longitudinal netnographies | Enhancing the service experience | By undertaking longitudinal netnographies, service researchers can explore the dynamics of customers’ service experiences over longer periods of time |
| Recommendations | Service research priority ( | Connection between recommendations and service research priorities |
|---|---|---|
| Sustainability | Improving well-being through transformative service | Netnography allows service researchers to study the emergence of sustainable and transformative services |
| B2B | Understanding organization and employee issues relevant to successful service | Netnography can help service researchers generate new insights about professional service providers and their customer relationships |
| International contexts | Understanding service in a global context | Netnography enables service researchers to learn about service experiences in different cultural contexts |
| Digital technologies | Leveraging technology to advance service | Netnography allows service researchers to examine how smart services and the Internet of things can enhance the customer experience |
| Online conflicts | Enhancing the service experience | Netnography allows service researchers to participate in, and learn from, the activities and sometimes diverging opinions in online customer communities |
| Service ecosystems | Developing service networks and systems | Netnography enables service researchers to study actors and relationships within service ecosystems |
| Customers’ mental models | Understanding value creation | Netnography can aid service researchers in understanding service customers’ mental models and their activities as resource integrators |
| Online decision-making | Enhancing the service experience | Netnography allows service researchers to explore customer journeys across complex service offerings, touch points, and channels |
| New methodological combinations | Understanding value creation | By combining netnography with other methods, service researchers may generate an additional dimension of understanding of value creation |
| Non-text content | Understanding value creation | By including non-text content in their netnographic analyses, service researchers can elicit a more complete picture of value creation activities |
| New domains of data collection | Leveraging technology to advance service | By exploring new social networking sites and apps, service researchers can find new and interesting domains of netnographic data collection |
| Longitudinal netnographies | Enhancing the service experience | By undertaking longitudinal netnographies, service researchers can explore the dynamics of customers’ service experiences over longer periods of time |
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