To read the full version of this content please select one of the options below:

Customer Experience Research with Mobile Ethnography: A Case Study of the Alpine Destination Serfaus-Fiss-Ladis

Qualitative Consumer Research

ISBN: 978-1-78714-492-7, eISBN: 978-1-78714-491-0

ISSN: 1548-6435

Publication date: 1 August 2017



Many companies struggle with the assessment of customer experience. This chapter aims to demonstrate how mobile ethnography tackles this issue by assessing data in a holistical way, in-situ, and in real-time.


The chapter describes the implementation of a mobile ethnography project in a tourist destination, including participant recruitment, data collection, data analysis, and the derivation of insights.


The mobile ethnography project allowed to gain deep insights into the customers’ journeys.

Research limitations/implications

Future research will need to further investigate questions of participant recruitment, the effectiveness of incentives as well as the performance of the data collection process. Furthermore the findings of this case need to be replicated in the context of other industries, as well as in other cultural contexts.

Practical implications

Mobile ethnography allows companies to gain more information on customer experience in real-time, thus with reduced cognitive and emotional bias. Therefore, the method can help to improve the touristic service offering and, consequently, customer experience.


As companies are searching for new approaches to research and manage customer experience, this chapter is of high value for both academia and practice.



Bosio, B., Rainer, K. and Stickdorn, M. (2017), "Customer Experience Research with Mobile Ethnography: A Case Study of the Alpine Destination Serfaus-Fiss-Ladis", Qualitative Consumer Research (Review of Marketing Research, Vol. 14), Emerald Publishing Limited, Bingley, pp. 111-137.



Emerald Publishing Limited

Copyright © 2017 Emerald Publishing Limited