5 CONCLUSIONS AND DISCUSSION
5.3 Evaluation of the study and future research
Challenges Suggested solutions
Lack of knowhow about customer involvement methods
Collaboration with research units familiar with the methods and their implementation
Lack of resources, e.g. time and money
Collaboration with other businesses or organisations to share costs and responsibilities
Low motivation of personnel Personnel (or the person in charge) should be provided sufficient resources to realise the development activities
Finding right customers to participate
Targeting the development activities to particular target groups depending on the goal of the
development process; utilisation of existing customer base; using diverse online channels to identify potential customers and contributors
Motivating customers to participate the NSD
Recognise that customers may have different motivations to participate in diverse phases of the development process and act based on this information
Different levels of customer knowhow
Evaluate what kind of contributions are expected from the customers and choosing the participants based on that
Utilisation and prioritisation of customers’ ideas
Evaluation of the ideas by customers themselves, by front-line employees, by other staff of the company, and/or by other actors involved
To conclude, the empirical findings suggest that involving customers in various ways in service development may provide versatile practical development ideas and suggestions as well as deep customer insight. Hence, it is highly recommended that even small businesses can utilise customer involvement, especially by networking e.g. with other businesses, universities or other research units and members of distribution channels.
5.3 EVALUATION OF THE STUDY AND FUTURE RESEARCH
The evaluation of qualitative research is usually done by evaluating trustworthiness (Creswell, 2014; Decrop, 2004; Eriksson & Kovalainen, 2008;
Lincoln & Guba, 1985). Diverse criteria have been used in evaluating the
trustworthiness and the most applied are four criteria for qualitative inquiry developed by Lincoln and Guba (1985), namely credibility (how truthful findings are), transferability (the extent to which the research findings are applicable in different settings), dependability (how consistent and reproducible the findings are), and confirmability (how neutral findings are). In addition to these criteria triangulation is seen to enhance trustworthiness by limiting personal and methodological biases (Decrop, 2004).
The four criteria by Denzin and Guba (1985) were considered as part of the research design of the thesis and they acted as the guiding principle during the research process. In this study different techniques were used to increase trustworthiness. In the case studies, detailed and contextual information about the cases was provided to support data analysis and interpretation, as well as to add credibility. However, the most important technique used to add trustworthiness was triangulation. In the individual cases, data triangulation (using multiple datasets, applied in article 1), investigator triangulation (using different researcher to look same body of data, applied in article 3), informant triangulation (including a broad range of informants and comparing what they say, applied in article 3), longitudinal triangulation (involving the same people to the process at different points of time, applied in article 2) were used (see Decrop, 2004). In addition, in all the individual cases the interpretations of the researcher were also discussed and checked with the informants. The dependability and confirmability of the individual case studies were assessed by the external reviewers of the scientific journals. Using just a single method in a study may be problematic as it may result in selective perception (Decrop, 2004).
Hence, in this study method triangulation was applied to enhance the credibility of the findings.
This study also has limitations. One aim of the study was to examine and test customer involvement methods in experiential service development. This study includes only a limited number of methods that can be used to develop experiential services. Nevertheless, the methods examined bring an overview of different approaches that are recommended for use in experiential service development and in the examination of service experiences. However, future studies should examine the applicability and contribution of other approaches and methods, too.
This study does not compare the suitability of different methods in NSD of experiential services, because all of the methods and approaches were used in different cases. To be able to compare the suitability and information provided by diverse methods in detail, they should be applied in the same NSD process and by involving the same customers. In practice this would very difficult as the results may be influenced by the fact that the customers will be more experienced about the process and the service if they are involved in developing the same service over and over again. Again, it might be very difficult to engage customers in these kinds of activities.
Previous studies have also noted that the customer perspective in NSD has received much less attention than the business perspective (Sjödin and Kristensson, 2012). These studies call for research that focuses, for example, on how a customer benefits from involvement. In the results, it is argued that in experiential tourism service development the motivations and expected benefits of a customer may be connected to the service process, but also to the emotional connections to the context, for instance referring to certain tourism destination, and situation, such as consumption of a certain wellbeing tourism service. The future research should focus on how customers experience the NSD processes of experiential services as such, as the emotional engagement of these kinds of services may be higher compared to other services. In addition, future research could also examine how important a role the emotional connections play and how this connection could be utilised to motivate and engage consumers into development processes.
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