Exploring the ZMET methodology in services marketing
Exploring the ZMET methodology in services marketing
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DOI：
10.1108/jsm-11-2018-0344
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发表时间：
2019-12-16
影响因子：
3.9
通讯作者：
Foster, Carley
中科院分区：
文献类型：
--
作者：
Hancock, Charles;Foster, Carley
本文旨在探讨如何将Zaltman隐喻引出技术(ZMET)应用于服务营销，以提供更深入的客户体验洞察。设计/方法/方法这篇论文探讨了ZMET访谈如何被研究人员使用，这种访谈使用参与者选择的图像来促进讨论。本文对英国一所大学的24名学生的经历进行了研究。与其他定性方法相比，采用这种定性方法进行服务营销可以弥补深度不足，因为它是由参与者主导的。然而，这种方法需要称职的面试技巧和面试和分析的时间。我们发现，由于ZMET的商业许可用途，它在学术界并没有被广泛采用。本文介绍了ZMET流程的使用步骤。原创性/价值ZMET已在商业上用于获取市场洞察，但在服务研究中的应用有限。现有的研究未能提供ZMET如何被用来接近消费者潜意识的细节。本文通过提供如何将ZMET应用于服务营销的循序渐进的指导，做出了方法论上的贡献。
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.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.