Online post-purchase customer experience: a qualitative study using NVivo software

Mehak Goyal () and Pankaj Deshwal ()
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Mehak Goyal: Netaji Subhas University of Technology
Pankaj Deshwal: Netaji Subhas University of Technology

Quality & Quantity: International Journal of Methodology, 2023, vol. 57, issue 4, No 39, 3763-3781

Abstract: Abstract Design/methodology/approach: This study applies qualitative data analysis approach. 40 In-depth interviews were taken using non-probability sampling technique. then the recorded audios were transcript into MS Word file. the collected data was analysed using NVivo software by QSR International. Purpose By presenting new insights into the field of marketing research using content analysis. To identify the factors affecting the post purchase behaviour of the customer. The same will also be helpful for the mangers to formulate strategies to better understand online customer experience and predict their future actions. Findings: Text search query and hierarchal chart identified the various factors influencing online post purchase customer experience and also compared these factors in terms of frequency in the data set provided. Conceptual model (OPPCE) provided eight factors such as delivery, return and refund policy, customer support etc., these factors could be used by scholars and academicians for further research in this domain. Originality: To the knowledge of the authors, it is the first study of its kind to attempt to perform content analysis of online post purchase customer experience concept The study aims to identify various unexplored factors influencing online post purchase customer experience. qualitative approach was applied in only countable studies in extant literature, this study fills this research gap.

Keywords: Customer experience; Post-purchase; NVivo; Content analysis; Qualitative study (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11135-022-01492-9

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