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

Authors: Hair, Neil; Rose, Susan; Clark, Moira

Source: Journal of Customer Behaviour, Volume 8, Number 1, March 2009 , pp. 51-65(15)

Publisher: Westburn Publishers Ltd

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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.
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