The aim of this chapter is to describe and explain the applied method of the whole study. Also, presenting the research approach, the data collection techniques, the sample and the data analysis. To conclude the chapter the validity and the reliability of the research will be discussed.
4.1 Methodology
This study is done according to a qualitative research methodology because of the nature of the studied phenomenon. The most used data collection methods in qualitative studies are interviews, observation, inquiries and information that is grounded on different documents. All of these methods can be used at the same study, separately or combined. (Tuomi & Sarajärvi 2009, 71) There are two research methodologies: qualitative and quantitative. The difference between these types is the aim of study. Quantitative study’s aim is to achieve statistical generalizations and qualitative study’s aim is to portray a certain phenomenon or occurrence and gain understanding and give theoretically meaningful interpretation for it. (Tuomi &
Sarajärvi 2009, 65, 85; Hirsjärvi, Remes and Sajavaara 2009, 176-177) The two methods can be distinguished from each other, but they are not opposites of each other, so it is possible to use both of them at different stages of the study in the same study (Alasuutari 2011, 32). But for this study only qualitative research method is used.
Qualitative research method enables the researcher to form a holistic understanding.
There was no preliminary hypothesis for this research, which means that the researcher wasn’t testing a certain theory in the study (Saaranen-Kauppinen &
Puuniekka 2006). Qualitative method suits the study when the researcher wants to gain knowledge about the topic or natural situations can’t be experimentally arranged (Metsämuuronen 2008). In a thematic interview, the questions may be modified at the same time as the interviewee says things, because sometimes something becomes apparent before the issue is discussed. Thus, the questions may be asked in a different order, and the wording of the questions may change as the interview progresses. The aim is to find relevant answers to the research problem and to get as
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much information as possible about the subject of the research (Alasuutari 2011, 73–
75, Hirsjärvi et al. 2009, 225).
In the study, a theory based on things found in the literature backgrounds the collection of information and helps in making the analysis. Since the sample to be examined in qualitative research is often relatively small, the purpose is to interpret and understand rather than generalize or explain. Recurring things are searched for in the material.
The study uses a semi-structured interview with predetermined themes to be discussed. The themes are based on theories, concepts and issues central to the research. (Hirsjärvi et al. 2010, p.225).
Reporting is based on descriptions, direct quotes and experiences. It is not intended to assume anything predictable or to create hypotheses. The aim is to find a new kind of information and understanding of the research topic. In the case of analysis and interpretation, the researcher is given freedom and flexibility in analysis and interpretation. Based on the interviews, the researcher gets a lot of information relatively quickly, but the analysis requires more time than the analysis of the numerical information. Ethical issues related to the collection and disclosure of data must be taken into account. In qualitative research, it is typical to collect material that allows for several different perspectives. (Alasuutari 2011, 84)
4.2 Data Collection
The data was collected as primary material with the sole purpose for this study. The benefits of the interviews are seen as their flexibility, as the interviewees can tell about the topic themselves and the interview can be adapted to the interviewee. (Hirsjärvi et al. 2009, 204-206) Particularly flexible is the semi-structured interview which Hirsjärvi et al. (2009, 208) describe as an intermediate form between an interview and an open interview. In a semi-structured interview, the interview proceeds within the framework of pre-selected themes and is aided by pre-planned questions. Questions can be open, their format is irrelevant, and they can be asked in the order you want. The aim is to find relevant answers to the research problem. (Tuomi & Sarajärvi 2009, 75;
Hirsjärvi & Hurme 2009, 47-48) As this thesis will be a qualitative research conducted by using semi structured theme interviews. The questions were formed based on the theoretical part. Where main topics were examined and explored. The aim of the
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interviews is to provide insights to the research question and gain a deeper understanding of digital customer experience.
The research material for empirical analysis was gathered from interviews with representatives of chosen B2B customer organizations which operate in the travel industry. The study involved four persons with different backgrounds and positions in the organizations. The background of the interviewees can be seen from table 2. As background knowledge was asked how many destinations the organizations had in their portfolio, because it gives an idea of how many B2B customer relationships they have and have experience from. Destinations are the companies that offer accommodation services, for example hotels. These can be either in Finland or abroad. When companies have more destinations in their product selection it results in having more companies to engage with. Three of the interviewed companies had travel destinations abroad which makes them have experience from international companies.
Table 2. Background of the interviewees
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Potential interviewees were chosen by contacting them directly by email. When they expressed interest to participate, interview time was individually agreed. The interviews were conducted via Microsoft Teams because of pandemic recommendations to keep the physical distance. Even though in the beginning the idea was to interview customers from all over the world, Finnish companies were chosen because it was assumed that their standards would be similar together and could be more easily compared. Interviews were conducted between February and April of 2021. Interviews didn’t require any preparation from the interviewees. All of the interviews were recorded with permission for later analysis. The interviews were not translated to English except the parts that will be used as quotes in the empirical part.
The questions were made in English but translated for the interviews. After the interviews, answers were categorized according to the main themes of the thesis and gathered together under sub headers. This was to analyze the answers but with the aim was to find main points and answers to the research problems.
4.3 Reliability and validity
According to Bryman (2012) one of the downsides of qualitative research is that results can’t be generalized which is a result of the context. The aim of this study isn’t to find results that can be generalized rather than add knowledge of the phenomenon.
Hirsjärvi et al. (2009) add that having quotes from the interview improves reliability.
Which is done in this thesis. These quotes are translated from Finnish to English which might decrease the reliability because some things might change their meaning but having the researcher herself speaking both languages help keeping the meanings similar during the analysis phase. When research data is collected through interviews the relevance of the researcher becomes more significant. This includes interaction and interview skills which make an impact on the progress of the interview and level of deepness to the answers. (Hirsjärvi & Hurme 2009) In this research interviews were similar compared to one another and all were given the same time to ponder their answers.
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Given that there are only four interviewees and four different organizations it limits the research because their experience from different online services varies. Also that the company sizes vary leads that online customer experience can be shaped by a bigger group of people.
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