Development and application of an online ethnographic approach to investigate customers’ perceptions of service quality shared in online environments

Purpose This study aims to advance qualitative digital research on service quality by developing an approach for online ethnographic service quality analysis. It synthesizes, analyzes, and interprets text-based customer data to assess service experiences and related quality attributes of a focal service provider. Design/methodology/approach Applying the design science research methodology, we develop an approach for online ethnographic service quality analysis and demonstrate its application in an exploratory case study of German Rail’s mobility service. Using an extensive dataset from platforms such as TripAdvisor, Instagram, Facebook, and YouTube, we analyze the service quality perceived by customers in this critical case. Findings Our approach serves as a compelling example of how service quality analysis can be advanced using online ethnography. By exploring the experiences of German Rail’s customers throughout the mobility service, we gain a holistic picture of service quality from the customer’s perspective and in-depth insight into key service quality features. Research limitations/implications Future research opportunities include expanding data sources, methodological diversity, and a longitudinal perspective to improve the analysis of service quality in complex and digital service environments. Practical implications For practitioners, the study provides a transparent approach for assessing service quality from the customer’s perspective, with potential applications across industries. By gaining insight into the customer’s service experience, organizations can better understand customer requirements across different service activities and use these insights to enhance overall service quality. Originality/value This paper introduces an approach for online ethnographic service quality analysis. By leveraging shared customer data relating to both offline and online (service) experiences, it extends traditional service quality assessment methods and provides a more holistic, experience-driven perspective, addressing the complexities of modern multi-channel service environments.