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RATIONALE FOR A THEMATIC ANALYTICAL APPROACH

4 ANALYSIS OF FACTUAL EVIDENCE

4.2 RATIONALE FOR A THEMATIC ANALYTICAL APPROACH

This study analyses data using thematic analysis (Braun & Clarke, 2006). The existing literature offers a variety of different thematic analytical approaches (Boyatzis, 1998; Braun & Clarke, 2006; Fereday, 2006).

Based on a constructivist epistemology, an inductive thematic analytical approach is adopted in this section to interpret the data (Boyatzis, 1998) in order to better understand the phenomenon of multichannel service quality ‘using the participants’ own words within context’ (Ozuem, Thomas, & Lancaster, 2015, p. 6). Service quality can be considered a mental phenomenon, and it is therefore appropriate to analyse human perceptions that give meaning to their social environment. In this context, the researcher advances a pluralistic role in this study since: (1) direct involvement entitles participants to share their voices of experience and to participate in the study, and (2) interview participants are accompanied and guided through the interviews by means of direct involvement. Interview questions were devised based on both theoretical and experiential knowledge. Semi-structured interviews were adopted in order to fully exploit the recounted vivid experiences and obtain the richest data. (3) Data analysis was conducted inductively. An inductive approach to data analysis means that such data are not aligned to existing conceptual frameworks. Moreover, field research has been conducted exclusively for the purpose of this study (Braun & Clarke, 2006). The themes identified bear little relationship to the questions that were asked during the interviews (Braun & Clarke, 2006). However, the themes were inextricably connected to the data themselves (Patton, 1990). Thus, the applied thematic approach for this study is data-driven (Boyatzis, 1998).

The data analytical process followed the guidelines established by Braun and Clarke (2006). The aim was to become familiar with the data during the undertaking of interviews. Valuable insights were retrieved iteratively in order to inform successive interviews. Therefore, the interview transcripts were examined closely and initial analysis was undertaken as soon as interviews were carried out.

After the ninth interview, the some initial codes were generated. NVIVO software was used to filter words that were repeatedly used by participants. These words were grouped into thematic codes. After all the 33 interviews and the focus groups had been conducted, it was necessary to read through the interview transcripts again to better understand the contexts in which participants had used certain words. Preliminary codes were then revised and grouped with the help of a thematic map. Thus, 83 terms could be identified based on respondents’ comments that seemed relevant to the study. In the next phase, themes were developed and then checked for internal homogeneity and external heterogeneity (Patton, 1990). During this process, it became obvious that participants used different terms related to service provision in-store (‘physical service quality’) and online (‘electronic service quality’). Furthermore, participants tended to use the German term Verknüpfung (connection) when talking about the third element of multichannel service quality, which was defined by Sousa and Voss (2006) as ‘integration quality’. Hence, themes were generated for each of the three elements in relation to multichannel services, which are physical, electronic and integration elements. Ultimately, interpretations of respondent perceptions of multichannel service quality generated six major themes as follows: (1) affiliation, (2) physical stimulation, and (3) value for physical service quality; (4) electronic stimulation and (5) utility for electronic service quality, and (6) choice optimisation for the integration service quality. These themes represent the vivid perceptions of the empirical reality of German multichannel fashion customers. Hence, the presence of themes permits the generation of a testable, relevant and valid theory (Eisenhardt, 1989). All related literature was reviewed in order to investigate whether definitions and concepts exist which could help to describe each theme in detail and in the context of multichannel service quality. This could strengthen the

research quality of the empirical findings. In the last phase, the findings were reiterated. They are set out in detail first in the following sections.

Themes Definitions Codes Key words Physical

stimulation

The motivation to seek novel and interesting stimuli from the offline- mediated retail environment encountered during shopping activities.

(1) Store design Lighting • Colours • Smell • Music (2) Visual

merchandising • Arrangement of items Clarity of collections • Inspiration

• Buy more than I wanted (3) Haptics Trying clothes on

• Proof quality

• Does it look the same as in the pictures?

Affiliation The motivation to affiliate with other individuals involved in marketplace institutions, principally other shoppers or retail merchants. (1) Human

relations • Common experience • Meet friends and family • Meet new people

• Have great shopping experience (2) Status • Exclusive shopping environment

• Show off with shopping bag • Everyone can see bags

• Stroll through Königsallee (Düsseldorf) (3) Advice • Negative experience

• Significant quality differences • No personal advice anymore • I like an easy-going consultation • Sales people have a similar style

Value Concepts or beliefs about desirable end states or behaviours that transcend specific situations, guide selection or evaluation of behaviour and events, and are ordered by relative importance.

(1) Appreciation • Good feeling

• Feeling of being welcomed • Stuck-up sales people • Being ignored

• Disregard

(2) Honesty • Con me to buy an item

• Did not want to show me alternatives • They just go after their provision (3) Trust • Real people

• Double check

• I’m sure she will look after it (4) Friendliness • Greeting

• Peremptory tone • No goodbye (5) Empathy • Sensitivity

• Notice when I want to browse through the items alone

• To be there when I need her Table 4.1: Patten (2017) Themes representing physical service quality findings

Themes Definitions Codes Key words Electronic

stimulation

The motivation to seek novel and interesting stimuli from the online- mediated retail environment encountered during shopping activities.

(1) Web design • Clear layout • Many pictures • Video clips

• Not too many banners • Aesthetic colours • Filter options (2) Content • Not just products

• Editorials • Individual

• Not hundreds of look-alike products • Like a small boutique

• Blogger (3) Haptics • Parcel

• Packaging

• Original packaged

Utility Utility means the outcome resulting from some type of conscious pursuit of an intended consequence. (1) Convenience • Uncomplicated • Practical • Comfortable (2) Efficiency • Fast system

• Huge saving of time

• In-store much more time-consuming • No time to go to city

(3) Savings • Compare prices • Check promotions • Free shipping • Free returns (4) Goodwill • Long returns

• Cheapest price offer • Fair

Table 4.2: Patten (2017) Themes representing electronic service quality findings

Themes Definitions Codes Key words

Choice optimisation

The motivation to search for the right purchase channel that fits multichannel customers’ demands in the best possible manner.

(1) Effort • To save time • Fast

• Convenient • Returns (2) Availability • Check in-store

• Check online • Across channels • Same article number • Up-to-date

(3) Price • Price comparison • Check promotions • Discounts • Single-channel (4) Support • Help • Personal contact • Complaint Table 4.3: Patten (2017) Theme representing integration quality findings