Using scenarios to explore employee attitudes in retailing

Foster, Carley

doi:10.1108/09590551111115042

Cited by 4 publications

(4 citation statements)

References 34 publications

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“…The main benefit of using the images was that it generated richer dialogue from the interviewee, the participant tended to behave more naturally and was enthusiastic when explaining the image. A further benefit was that the participant did not appear to censor their thoughts, perhaps because the pictures created "distance" between the participant and interviewer, as found to be the case with other projective techniques (Foster, 2011). Greater levels of trust were also established which meant that information was revealed when questions were not asked but instead when the participants commented on the images.…”

Section: Methodological Contributionmentioning

confidence: 99%

“…The use of images and photos to aid discussion in interviewing can be regarded as a qualitative projective technique (Foster, 2011). Projective techniques have their roots in psychology and require participants to "project" their thoughts onto something or someone (Catterall and Ibbotson, 2000).…”

Section: The Use Of Photographic Elicitation By Academic Researchersmentioning

confidence: 99%

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Exploring the ZMET methodology in services marketing

Hancock

Foster

2019

JSM

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Purpose This paper aims to explore how the Zaltman metaphor elicitation technique (ZMET) can be adopted in services marketing to provide deeper customer experience insights. Design/methodology/approach This paper explores how ZMET interviews, which use images selected by the participant to facilitate discussion, can be used by researchers. This paper draws upon a study of 24 student experiences at a UK university. Findings Adopting this qualitative method for services marketing can counter depth deficit when compared to other qualitative approaches, because it is participant led. However, the method requires competent interview skills and time for the interview and analysis. We find that ZMET has not been widely adopted in academia because of its commercial licenced use. The paper illustrates how to use the ZMET process step-by-step. Research limitations/implications Findings are limited to student experiences. Further research is necessary to understand how researchers could use ZMET in other areas of services marketing. Practical implications This paper provides guidance to researchers on how to use ZMET as a methodological tool. ZMET facilitates a deeper understanding of service experiences through using participant chosen images and thus enabling researchers to uncover subconscious hidden perceptions that other methods may not find. Originality/value ZMET has been used commercially to gain market insights but has had limited application in service research. Existing studies fail to provide details of how ZMET can be used to access the consumer subconscious. This paper makes a methodological contribution by providing step-by-step guidance on how to apply ZMET to services marketing.

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Section: Methodological Contributionmentioning

confidence: 99%

Section: The Use Of Photographic Elicitation By Academic Researchersmentioning

confidence: 99%

Exploring the ZMET methodology in services marketing

Hancock

Foster

2019

JSM

Self Cite

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“…[ 9 ] Diversity management is a hidden meanings retail staff has toward behavioral issues. [ 10 ] Considering the annual conference held at the University of Cardiff in Wales on September 2000 showed that 76 presentations were related to staff differences, feminism, and staff diversity-oriented jobs and decisions, and disability discrimination. [ 11 ]…”

Section: Resultsmentioning

confidence: 99%

Organizational behaviour management in clinical laboratory: A literature review

Dargahi

2021

J Edu Health Promot

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“…We used semi-structured interviews (Amasiatu and Shah, 2019; Foster, 2011) to develop items that measure the convenience of HD by CBs. This approach allows for in-depth questioning—consumers are encouraged to speak freely about any areas they feel are relevant to the topic under examination (Saunders et al ., 2015).…”

Section: Methodsmentioning

confidence: 99%

Measuring consumer perceptions of home-delivery convenience – the case of cargo bikes

Pelet

Taieb

Alkhudary

2023

IJRDM

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PurposeDespite the increasing use of home delivery (HD) in e-commerce, no studies have explicitly examined consumer perceptions of the convenience of the last-mile delivery of goods by cargo bike (CB). Therefore, this study aims to identify the dimensions of HD convenience and to develop a reliable and valid measurement tool, namely the Home-Delivery Convenience via Cargo Bike (HDCCB) scale.Design/methodology/approachThe methodology of this scale development study is premised on a review of the existing literature, which identifies differences in consumer perceptions of the convenience of services. The authors conducted semi-structured interviews with 10 online consumers and validated the content with 3 experts on marketing in the retail and services sectors in order to develop the items for the scale. Thereafter, the authors identified the main dimensions through an exploratory factor analysis that the authors applied to an online survey with 116 respondents. Finally, the scale was validated through a confirmatory factor analysis of an online survey with 300 respondents.FindingsFollowing the original work of Brown (1990), the authors define consumer perceptions of HD convenience as a multidimensional construct and measure each facet of its four dimensions, which are time, use, execution and acquisition. E-retailers and last-mile logistics providers could use the authors' proposed measurement tool to assess consumer perceptions of the convenience of HD. That assessment could generate a competitive advantage.Originality/valueThis study is original as the study deepens the existing understanding of consumer perceptions of the convenience of HD by CB in last-mile logistics. This study also develops a multidimensional measure that is based on an empirical study.

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Using scenarios to explore employee attitudes in retailing

Cited by 4 publications

References 34 publications

Exploring the ZMET methodology in services marketing

Exploring the ZMET methodology in services marketing

Organizational behaviour management in clinical laboratory: A literature review

Measuring consumer perceptions of home-delivery convenience – the case of cargo bikes

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