6 CONCLUSION
6.2 Limitations and Suggestions for Future Research
According to Eriksson and Kovalainen (2008), three classic criteria can be used to evaluate a research: reliability, validity and generalizability of results. Reliability refers to which extent procedures used by a researcher would generate similar results if the study was replicated. Validity refers to how accurately findings of a research represent or give explanation of a phenomenon.
This study has some limitations concerning reliability. One single case company was chosen and assumed the case was studied again using the same means, the results would probably differ. Every interviewed expert experience the phenomenon differently and their answers are influenced by their backgrounds and personal views. Furthermore, the timing of the interviews as
well as the familiarity of the researcher might have effect on the results as interviewees might express their opinion more freely. Thus, even if replicating the study in the same organization, but with different interviewees, the results would probably differ. However, the case being unique and the purpose was to provide insights of a phenomenon in a given context, the results are not meant to be generalizable, but to be reflected in terms of existing studies.
Regarding validity of this study, it has been able to respond the research questions identified in the beginning and back up the results by solid evidence.
Therefore, it may be concluded this study being valid. The researcher has carefully examined and interpreted existing academic literature and justified the usage of qualitative research methods. Analysis of empirical data was carefully structured in order to guarantee rich and descriptive data. Transparency was taken into account when interpreting findings that were linked back to the theoretical framework to identify new insights.
The main purpose of this thesis was to understand the relationship between value co-creation and customer engagement, which brings lot of future research opportunities. Would be interesting to conduct a similar study in a broader context using quantitative methods. Also, the study could be conducted from a customer point of view to get their insights on the co-creation process since this study included only experts from one organization. Another empirical research point of view could be a comparative study between large companies and start-ups to understand the differences between their approaches to innovation, co-creation and engagement strategies with customers.
Moreover, the findings of this study highlighted the effect of internal processes and frameworks within organization on the outcome of co-creation experience, which would be an important topic to study further. Lately co-creation has received more attention in the academic literature, but the focus has been on external strategies affecting directly on the co-creation process and customer engagement. Important would be to get more insights on how companies should transform their organizations internally and which strategies to apply to change the way of working and perception of employees that they
would be equipped with the proper tools and mindset to co-create value with customers and to communicate the right message externally.
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