Reflectie

In het onderzoek zijn een aantal onduidelijkheden wat betreft verschillende uitkomsten. Dit zou kunnen liggen aan de gebruikte methode voor het meten van belang, de rangorde methode. De rangorde methode zorgt dat respondenten niet elk attribuut even belangrijk kunnen vinden, wat van

58 belang was omdat TNT wilde weten wat de klant nu echt belangrijk vindt. Maar het brengt met zich mee dat de uitkomst niet statistisch getest kan worden op significante verschillen omdat er maar aan vijf van de 21 attributen punten gegeven kon worden. Daardoor krijgt niet elk attribuut een beoordeling van de respondent en is het niet met elkaar te vergelijken. De vraag is hoe gemeten kan worden of het ene attribuut wel echt belangrijker dan het andere attribuut. Het is lastig om te bepalen welke attributen aan de Major-kant en aan de Minor-kant van de matrix horen, waar ligt de grens tussen wel en niet belangrijk? Daarom wordt aanbevolen om in de toekomst gebruik te maken van een andere methode. De Statistically Inferred Importance Rating (SIIR) wordt gezien als een geschikte methode, maar is niet gebruikt doordat de meeste attributen geen significante invloed op het algehele cijfer bleken te hebben. In dit onderzoek zou het belang misschien beter onderzocht kunnen worden door middel van een enquête waarin vragen gesteld worden met antwoorden van bijvoorbeeld 1-5 (Likertschaal). Op deze manier kan beter een scheiding gemaakt worden tussen wel en niet belangrijk en kunnen meerdere analyses op de data gedaan worden.

Er komen verschillende uitkomsten uit de twee analyses. Het grootste verschil is dat Prijs bij de rangorde van de attributen als 8e werd genoemd, achter snelheid. Het tegengestelde is naar voren gekomen bij de conjunctanalyse. Hier komt Prijs op de eerste plek, gevolgd door Snelheid. Daarnaast kwam bij de IPA kwam naar voren dat de DHL-klant voornamelijk op prijs gericht is. Ze geven bij de rangorde van de attributen gemiddeld meer punten dan de rest van de respondenten en vinden dit dus belangrijker (als kan dit verschil niet getoetst worden op een significant verschil). In de conjunctanalyse komt een tegengestelde uitkomst. Daar komt uit dat de DHL-klant het minst van allemaal het attribuut Prijs belangrijk vindt en dat ze veel bereid zijn te betalen voor snelheid en een aantal extra diensten, waaronder een milieuvriendelijke koerier. Ook bij de grootte van het bedrijf komt een verschil naar boven. Uit de rangorde methode komt dat kleinere bedrijven Prijs gemiddeld meer belangrijk vinden dan grotere bedrijven, bij bedrijven met minder dan 10 medewerkers komt dit op de 7e plek, bij grotere bedrijven met meer dan 100 medewerkers komt Prijs op de 10e plek. In de conjunctanalyse komt het tegengestelde naar voren. Daar vinden bedrijven met minder dan tien medewerkers Prijs juist minder van belang dan bedrijven met meer dan 10 medewerkers. Een van de redenen kan zijn dat het onderzoek op deze manier is uitgevoerd, zoals hierboven besproken. Een andere reden kan zijn dat klantbelangen niet goed onderzocht kunnen worden. In het literatuuroverzicht in hoofdstuk 3 werd aangegeven dat wanneer consumenten gevraagd worden naar ethisch koopgedrag, hier onbetrouwbare antwoorden uitkomen. Daarnaast geeft Dijksterhuis (2007) in zijn onderzoek aan dat klanten geen eerlijk antwoord kunnen geven op de vraag wat de aankoopkeuze beïnvloedt omdat consumenten onbewust keuzes maken. Hij beweert dat het bewustzijn beschikt over informatie met betrekking tot de genomen beslissingen. Hierdoor creëert het de illusie dat het ons gedrag en onze beslissingen stuurt. Maar hij zegt dat het bewustzijn slechts achter de feiten aan hobbelt. Het bewustzijn creëert dus achteraf de illusie dat het allerlei redenen voor de beslissing had. Maar meestal stroken die bewuste redenen helemaal niet met de werkelijke.

59 Eventueel zal verder onderzoek naar bijvoorbeeld de beleving van Prijs moeten uitmaken, hoe het komt dat de verschillen in belang zo groot zijn.

Doordat het een tweeledig onderzoek is, is weinig diepgang aangebracht in het onderzoek naar milieuvriendelijke producten. Daarnaast richt dit onderzoek naar milieuvriendelijke diensten zich alleen op de koeriersmarkt. Verder onderzoek naar groene diensten wordt aanbevolen.

60

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