Hoofdstuk 6 Conclusies en aanbevelingen
6.3 Aanbevelingen voor verder onderzoek
In dit onderzoek is gekeken naar welke elementen in staat zijn om tevredenheid en loyaliteit te creëren. Ook is in hoofdstuk 5 gekeken welke consequenties deze resultaten zouden kunnen hebben voor een offline omgeving. Met in het achterhoofd een toenemende trend richting multi-channel management wordt aanbevolen om meer onderzoek in die richting uit te voeren. Aanbevolen wordt, zoals in vorig hoofdstuk beschreven, om in verder onderzoek dieper in te gaan op de ervaringen die consumenten hebben met de wijze waarop de verschillende kanalen worden ingevuld door organisaties om zodoende vast te stellen of deze ervaring inderdaad van een consistent niveau is en of men überhaupt behoefte heeft aan een consistente bedrijfservaring in verschillende kanalen.
Tevens wordt aanbevolen om onderzoek uit te voeren op basis van dit onderzoek door respondenten één of meer bepaalde websites te laten gebruiken voor een aantal weken zodat de respondenten kunnen aangeven in hoeverre elementen van de desbetreffende website voor hen van invloed zijn op succesmaatstaven. De succesmaatstaven kunnen dan dezelfde maatstaven zijn die in dit onderzoek zijn gehanteerd. Uiteraard kan er ook voor gekozen worden alternatieve maatstaven te kiezen, zoals gevoelsmatige loyaliteit.
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