000162509 001__ 162509
000162509 005__ 20251017144628.0
000162509 0247_ $$2doi$$a10.1108/JSTP-02-2024-0062
000162509 0248_ $$2sideral$$a145047
000162509 037__ $$aART-2025-145047
000162509 041__ $$aeng
000162509 100__ $$0(orcid)0000-0001-9716-9790$$aSanz Segura, Rosana$$uUniversidad de Zaragoza
000162509 245__ $$aExpanding service design research: integrating netnography for qualitative studies in critical contexts
000162509 260__ $$c2025
000162509 5203_ $$aPurpose: This contribution describes the integration of netnography in critical contexts where traditional service design faces limitations, presenting the case of a neonatal intensive care unit clinical setting under COVID-19 pandemic restrictions.
Design/methodology/approach: Under tough constraints, netnographic immersion, digital surveys and remote participatory methods replaced successfully the intended ethnographic observation research. The study follows four phases: research approach, data collection, data analysis and sharing of findings.
Findings: The findings highlight the potential of netnography for service design in highly constrained environments. Digital immersion facilitated contextual understanding and iterative co-creation. This hybrid approach helps to engage stakeholders and overcome access limitations in critical ecosystems such as healthcare.
Research limitations/implications: The COVID-19 emergency prolonged the data collection process longer than expected. While work continued in 2022 and 2023, the main phase of the project was carried out under significant time pressure.
Practical implications: This study provides guidelines for applying netnography in critical service design contexts. In healthcare, the model developed can be adopted in projects devoted to improve patient-centered service design, optimize healthcare workflows and enhance collaboration between frontline professionals and decision-makers.
Social implications: The case demonstrates that digital tools can help to bridge geographical, cultural or institutional barriers. They can also facilitate participatory design processes in critical contexts.
Originality/value: Previous studies have explored ethnographic approaches in service design and netnography in digital research. This study bridges the two and offers a scalable and adaptable approach for complex, critical service environments. The study delves into the use of digital tools to develop participatory research processes.
000162509 540__ $$9info:eu-repo/semantics/closedAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/
000162509 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000162509 700__ $$aGarcia de Paredes, Ignacio
000162509 700__ $$0(orcid)0000-0003-1042-7924$$aManchado-Pérez, Eduardo J.$$uUniversidad de Zaragoza
000162509 7102_ $$15002$$2305$$aUniversidad de Zaragoza$$bDpto. Ingeniería Diseño Fabri.$$cÁrea Expresión Gráfica en Ing.
000162509 773__ $$g(2025), [15 pp.]$$pJournal of service theory and practice.$$tJournal of Service Theory and Practice$$x2055-6225
000162509 8564_ $$s1796308$$uhttps://zaguan.unizar.es/record/162509/files/texto_completo.pdf$$yVersión publicada
000162509 8564_ $$s2132674$$uhttps://zaguan.unizar.es/record/162509/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000162509 909CO $$ooai:zaguan.unizar.es:162509$$particulos$$pdriver
000162509 951__ $$a2025-10-17-14:25:03
000162509 980__ $$aARTICLE