5. DISCUSSION AND CONCLUSIONS
5.4 Limitations and future research
Customer experience remains an emerging and topical research area, especially in the context of online, multichannel, and omnichannel environments. While this research expands the knowledge and understanding of online customer experience in the online store context, the research has some limitations which are important to take into consideration. Furthermore, more research in the field is needed.
First, this research is solely limited geographically to Finland. The case company operates only in the domestic market and therefore all interviewees were Finns as well. Therefore, the situation might be different if the case company would have been from another country or would operate in an international fashion market with international customers.
A notable limitation of this research is the case study approach which investigates the phenomenon from a narrow perspective. Furthermore, case study is challenging to replicate.
Therefore, the findings of this research are related to the case company, it’s industry and current surroundings. This research investigated a fashion retail company in Finnish market which means the findings are context-dependent and cannot be generalized on a wider scale.
However, it would be interesting to investigate a similar phenomenon from a multiple case study approach.
Another limiting element in this research is the limited sample size of the interviewees, which is typical for a qualitative research approach. The interviewees were chosen based on the best knowledge which was available about the case company and their customers who had ordered from the online store. However, the findings of this research are based on the experiences of seven individual customers and the sample turned out rather homogeneous. All seven interviewees were quite similar in terms of their demographics and their online shopping habits.
Therefore, the data from the interviews provides relevant findings to the research questions and to the case company, but the generalizability of the findings is rather limited.
The semi-structured interviews which were conducted in this research might have left out some important factors from the answers of the interviewees unintentionally. The conclusions drawn from the interviewees are based on the researcher’s own understanding of the material.
Furthermore, the interview data had to be translated from Finnish language to English which may influence the observations.
It is notable, that during this thesis writing process the entrepreneur has developed and modified the online store. Especially the visual content such as pictures of the clothing items have been modified or updated during the past few months. The entrepreneur has for example added new socially rich images into the online store in which she is wearing the newest clothing items herself. This can be considered as a limiting factor.
In the future, more empirical research about online customer experience in different contexts is needed because the topic remains rather lightly researched. It would be interesting to investigate specifically how small amounts of social presence influence trust in an online store environment. It would also be interesting to investigate directly what kind of influence does the personal brand of the entrepreneur have on online trust and online customer experience.
Finally, it would be interesting to see more research about how new technologies and data can effect on creation of more personalized customer experiences online. To summarize, the online customer experience theme remains topical and more research about the theme should be conducted.
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APPENDICES
Appendix 1. Interview structure in Finnish
Yleistä
1. Minkä ikäinen olet?
2. Miten määrittelisit sukupuolesi?
3. Kuinka usein ostat tuotteita verkkokaupoista?
4. Kuinka kauan olet ollut yrityksen X asiakas?
5. Kuinka monta kertaa olet tilannut tuotteita yrityksen X verkkokaupasta?
6. Oletko käynyt yrityksen X kivijalkakaupassa?
7. Kummassa olet vieraillut useammin; yrityksen X verkkokaupassa vai kivijalkakaupassa?
8. Suositko mieluummin yrityksen X verkkokauppaa vai kivijalkakauppaa? Miksi?
Asiakaspolku ja kohtaamispisteet
Ennen ostoa:
9. Mikä sai sinut tilaamaan tuotteita yrityksen X verkkokaupasta?
10. Millaista informaatiota etsit ennen ostoa? Miksi ja mistä?
11. Seuraatko yrityksen X sosiaalisen median kanavissa, kuten Facebookissa ja Instagramissa tai seuraatko yrityksen X verkkosivuja?
12. Vaikuttivatko yrityksen X sosiaalisen median kanavat (kuten Facebook tai Instagram) päätökseesi käyttää verkkokauppaa?
13. Käyttäjien luoma sisältö tarkoittaa toisten asiakkaiden tekemiä julkaisuja kuten tekstiä, videoita, kuvia ja arvosteluja. Kohtasitko ennen verkkokaupassa asiointia tällaista materiaalia yritykseen X liittyen? Vaikuttiko materiaali päätökseesi ostaa tuotteita yrityksen X verkkokaupasta?
Osto:
14. Kuvailisitko osto-tilannetta verkkokaupassa?
15. Kuvailisitko maksuprosessia verkkokaupassa?
Oston jälkeen:
16. Kuinka prosessi jatkui oston jälkeen?
17. Täytyikö sinun palauttaa tai vaihtaa tilaamasi tuote? Kuinka se sujui?
18. Täyttikö verkkokauppakokemus odotuksesi? Miksi tai miksi ei?
19. Oliko yritys X sinuun yhteydessä oston jälkeen? Millä tavoin? Mitä pidit siitä?
Preferenssit asiakaspolun eri vaiheissa
20. Luotatko verkkokauppoihin?
21. Mitkä elementit yrityksen X verkkokaupassa vaikuttivat luottamukseesi?
22. Kuinka yritys X voisi kasvattaa luottamusta verkkokaupassa?
23. Millaista sisältöä toivoisit näkeväsi yrityksen X verkkokaupassa?
24. Näkisitkö ennemmin verkkokaupassa kuvia malleista esittelemässä vaatteita vai kuvia yrittäjästä esittelemässä samoja vaatteita?
25. Haluaisitko nähdä muiden asiakkaiden arvosteluja tuotteista verkkokaupassa? Miksi tai miksi et? Kirjoitettuja arvosteluja, arvosteluasteikon yhdestä viiteen vai sekä että?
26. Toivoisitko, että verkkokaupassa olisi chat palvelu? Miksi tai miksi et?
27. Haluaisitko enemmän videosisältöä verkkokauppaan? Millaisia videoita?
Asiakaskokemus ja haasteet
28. Oliko verkkokaupassa asioinnissa mitään ongelmia? Olisitko toivonut jotain lisää?
Olisiko jotain voitu tehdä paremmin?
29. Oletko ostanut uudelleen tuotteita yrityksen X verkkokaupasta tai olisitko halukas ostamaan uudelleen? Miksi?
30. Oletko suositellut yrityksen X verkkokauppaa muille?
31. Onko jotain muuta, mitä haluaisit sanoa?
Kiitos!
Appendix 2. Interview structure in English
Background information
1. What is your age?
2. How would you define your gender?
3. How often do you buy products from online stores?
4. How long have you been the customer of company X?
5. How many times have you ordered products from the online store of company X?
6. Have you visited the physical store of company X?
7. In which one have you visited more often; online store or physical store of the company X?
8. Do you prefer the online store or physical store of the company X? Why?
Customer journey and touchpoints
Pre-purchase stage:
9. What made you order products from the online store of company X?
10. What kind of information were you looking for before the purchase? Why? Where?
11. Do you follow any social media channels (such as Facebook or Instagram) of company X or the website of company X?
12. Did company X’s social media channels (for example Facebook or Instagram) have an impact on your decision to use their online store?
13. User-generated content is any content—text, videos, images, reviews, etc. —created by people, rather than brands. Before making the purchase on company X’s online store, did
13. User-generated content is any content—text, videos, images, reviews, etc. —created by people, rather than brands. Before making the purchase on company X’s online store, did