4 CONCLUSIONS
4.4 S UGGESTIONS FOR FURTHER RESEARCH
During the empirical part it became evident that it is the best to study the three elements of customer experience with two methodologies. As it became clear that the group-based methods do not work in understanding those aspects of the customer experience that are perceived confidential, it was necessary to augment the group-based material with individual interviews to uncover the confidential issues related to the customer experience.
For practical reasons it was not possible to gather data from the same case sites and organizations. Thus, the different aspects were studied in different case sites. A better option would have been to study the same cases in different phases of the study. A natural next step could be to carry out the same process in its entirety in one or few case sites or organizations.
On the other hand, instead of investigating a variety of case studies side by side, it would be interesting to study individual cases with a more long term perspective and capture the formation of user experience processes during a lifespan of the entire relationship. Also, it would be interesting to study the experiences from the perspective of the landlord – i.e.
how the landlord perceives his relationship with the tenant.
This dissertation introduced a model of customer experience and then deepened the dimensional nature of the model. In addition to the dimensional nature, there are many
other interesting elements in the model. They would offer good opportunities for further research. For example, the theme of value-cost comparison as a basis of customer satisfaction would be an interesting topic of study, both from a purely theoretical perspective and in the context of tenant-landlord customer relationships. The behavioural and emotional elements of the model would also make interesting topics for further study.
It would be interesting to use narrative methodologies in this respect.
As there was no existing theoretical or empirical understanding of the subject matter, qualitative research methods were utilised to gain a deeper descriptive understanding of the phenomenon. Now that there is an empirically tested model for user experience in workplace environments, it would be possible to create quantitative methods to gain statistically valid information about the user experiences. This quantitative information would probably lack the depth of this qualitative analysis, but the issues of generalization could be discussed more effectively.
Quantitative methods would also make it possible to improve the understanding of the potentially different weights of the dimensions. This research process suggests that all the dimensions were not equally important to the end-users. More information about the relative weights of the different dimensions could serve both academics and practitioners.
One method for achieving this would be to create a survey that would be based on performance-importance evaluations.
The workplace environment as a resource for user organizations and as a business to the landlord is a vast and fascinating topic for research. The content of this study will provide one perspective to this intriguing topic from the viewpoint of the customer organizations and individual end-users. Hopefully this provides knowledge for both the landlords and tenants so that there will be ever better workplace environments in rental business premises.
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