“…Thus, after considering available information in accordance with Patton (2002), we decided that an SE consisting of a museum arts exhibition and its online extensions was particularly suitable for the study of SE flexibility, for several reasons. First, museums are suitable for the study of service provision elements, such as service delivery (Bruhn & Georgi, 2006), the customer journey (Hefley & Murphy, 2008), and service innovation (Olesen, 2017). Second, museums have been proven to be a suitable context for studying organizational flexibility, such as in terms of the flexibility process and outcomes (Burton, Louviere, & Young, 2009), the visitor's shaping of his or her own visit experience (Alcaraz, Hume, & Mort, 2009), and flexibility barriers, not least in terms of digital technologies (Hume & Mills, 2011).…”