Skip to main content

Using qualitative repertory grid techniques to explore perceptions of business-to-business online customer experience

Buy Article:

$22.74 plus tax (Refund Policy)

Abstract:

Analysis of the output of repertory grid method traditionally adopts a quantitative approach. For this reason limited qualitative work exists in the extant literature beyond the statistical analyses of repertory grid data. This paper evaluates the use of the qualitative approach to analyse the repertory grid outputs of a sample of managers in terms of their perceptions of online customer experience using business-to-business websites. The paper presents the rationale for a qualitative approach, explores the process adopted and discusses the methodological findings of a study of 65 managers operating in the business-to-business (B2B) field. Limitations of the qualitative approach are discussed and a series of methodological enhancements are recommended.

Keywords: BUSINESS-TO-BUSINESS; CUSTOMER EXPERIENCE; PERSONAL CONSTRUCT THEORY; QUALITATIVE REPERTORY GRID; WEBSITE

Document Type: Research Article

DOI: https://doi.org/10.1362/147539209X414380

Publication date: 2009-03-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more