Data structure and analysis from Gioia et al. (2013) method
| Example of 1st order quotes | 2nd order themes | Aggregate dimensions |
|---|---|---|
| “… allow you to live fully and be immersed in our offer, in our product, and therefore in our beautiful ships and destinations” | New product and service development | Physical participation of the customer |
| “… the customer can select an option by touching with hands an oleographic screen” | Customer experience | |
| “… the same time the MSC VR catalogue enables you to have a real tool of choice, for configuring your next cruise by electing everything: the destination, the ship and the cabin where you will stay or with how many passengers and having all information updated in real-time” | Maturity of technologies | Configurability of catalogue |
| “… we would create a completely innovative tool, never seen before in cruise industry. It is also useful for travel agents, who can take advantage of additional support to talk about the cruise and give information, especially if the customer has never done one previously” | Customer demand insight | |
| “… our touchpoint experience strategy, aimed at creating a unique and personalized experience with our customers, starting from the first point of contact” | Touchpoint marketing | Productization |
| “… It is possible thanks to digital technologies, which nowadays, in addition to being a powerful enabler, become more and more a product itself” | Maturity of technologies |
| Example of 1st order quotes | 2nd order themes | Aggregate dimensions |
|---|---|---|
| “… allow you to live fully and be immersed in our offer, in our product, and therefore in our beautiful ships and destinations” | New product and service development | Physical participation of the customer |
| “… the customer can select an option by touching with hands an oleographic screen” | Customer experience | |
| “… the same time the MSC VR catalogue enables you to have a real tool of choice, for configuring your next cruise by electing everything: the destination, the ship and the cabin where you will stay or with how many passengers and having all information updated in real-time” | Maturity of technologies | Configurability of catalogue |
| “… we would create a completely innovative tool, never seen before in cruise industry. It is also useful for travel agents, who can take advantage of additional support to talk about the cruise and give information, especially if the customer has never done one previously” | Customer demand insight | |
| “… our touchpoint experience strategy, aimed at creating a unique and personalized experience with our customers, starting from the first point of contact” | Touchpoint marketing | Productization |
| “… It is possible thanks to digital technologies, which nowadays, in addition to being a powerful enabler, become more and more a product itself” | Maturity of technologies |
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