Video-based Methodology : Capturing Real-time Perceptions of Customer Processes

Purpose – 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.Design/methodology/approach – 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.Findings – The study involves able‐bodied and disabled passengers using public transport and identifies environmental and processual factors that are critical for the customer base.Research limitations/implications – The study demonstrates the potential for more advanc...

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