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How To Use Qualitative Research To Design A Managerially Useful E-Service Questionnaire, John R. Rossiter
How To Use Qualitative Research To Design A Managerially Useful E-Service Questionnaire, John R. Rossiter
Faculty of Commerce - Papers (Archive)
E-service questionnaires must be content-aligned with the company or organization’s customer relationship management system (CRM). Four phases of qualitative research will ensure this alignment. The first phase is a qualitatively evaluative search of the practitioner literature on e-retailing, both B2B and B2C, and on CRM so as to capture evolving knowledge in both fields. The second phase is individual depth interviews (IDIs) with potential, current, and lapsed customers to map their e-interactive behavior and experiences. The third phase is dyadic depth interviews (DDIs) with the marketing manager and the website designer to fully understand the company’s current and potential e-service …
Informing Destination Recommender Systems Design And Evaluation Through Quantitative Research, Ulrike Gretzel, Yeong-Hyeon Hwang, Daniel Fesenmaier
Informing Destination Recommender Systems Design And Evaluation Through Quantitative Research, Ulrike Gretzel, Yeong-Hyeon Hwang, Daniel Fesenmaier
Faculty of Commerce - Papers (Archive)
Purpose - Destination recommender systems need to become truly human-centric in their design and functionality. This requires a profound understanding of human interactions with technology as well as human behavior related to information search and decision-making in the context of travel and tourism. This paper seeks to review relevant theories that can support the development and evaluation of destination recommender systems and to discuss how quantitative research can inform such theory building and testing. Design/methodology/approach - Based on a review of information search and decision-making literatures, a framework for the development of destination recommender systems is proposed and the implications …