The laddering method in service innovation research

Grünbaum, Niels Nolsøe

doi:10.4337/9781785364860.00010

Cited by 2 publications

(1 citation statement)

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“…A soft approach on the other hand allows laddering to be combined with other elicitation techniques, such as photo-elicitation, depending on the purpose and research goals (Bapiri et al, 2020). To date, laddering's applicability was demonstrated in diverse domains, such as information systems and technology use (Guo et al, 2012), services (Grünbaum, 2017;Kumar et al, 2020), mobile shopping (Park et al, 2019), management (Bourne and Jenkins, 2005), organizational culture (Rugg et al, 2002) and ethics (Park et al, 2018).…”

Section: Empirical Study 31 Laddering Methodologymentioning

confidence: 99%

Understanding cognitive transport mode choice structures: means-ends chains as a type of second-order cybernetics

Kolar

2021

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Purpose This paper aims to inform the promotion of sustainable modes of transport. For this purpose, it deploys a means-ends framework as a type of second-order cybernetics and uses it to explore cognitive transport mode choice structures. Design/methodology/approach The empirical study relies on a purposive sample and a qualitative research methodology known as laddering. It is aimed at the identification and comparative analysis of the cognitive means-ends structures of transport users. Findings The results reveal more positive and complex associations for the car than for public transport. Two main positive means-ends structures are identified for public transport, one related with the relaxation and the other with doing useful things while travelling. Dominant positive structures for the car are related with self-confidence, satisfaction and personal freedom. Negative means-ends structures in addition reveal important justifications and rationalizations for car use. Practical implications Based on the identified distinct means-ends elements and structures, this study holds important implications for developing a communications strategy and policy interventions seeking to promote public transport. Originality/value Means-ends theory is proposed as an integrative cybernetic framework for the study of stakeholders’ (customers’) mental models. The empirical study is the first to concurrently and comparatively examine positive and negative means-ends chains for the car and for the public transport modes.

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