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The future of consumer society : prospects for sustainability in the new economy
\"There are growing indications that the system of mass consumption that blossomed in the United States and other countries during the decades following World War II is now eroding due to demographic ageing, increasing income inequality, political payalysis, and resource scarcity. At the same time, steady jobs that compensate employess on a salaried or hourly basis are being replaced by freelanding and contingent work. Such circumstances are making perpetuation of consumerist lifestyle difficult. The rise of the so-called sharing economy, the growth of do-it-yourself production, and the speading popularity of economic localization are evidence that people are striving to find new ways to ensure livelihoods for themselves and their families in the face of profound change. Historical experience points to the importance of mutual assistance during periods of transformational upheaval and this book describes the role that worker-consumer cooperatives could play during a period when government-sponsored initiatives are unlikely to be forthcoming.\"--Front flap.
Book
Marketing in the Sharing Economy
The last decade has seen the emergence of the sharing economy as well as the rise of a diverse array of research on this topic both inside and outside the marketing discipline. However, the sharing economy’s implications for marketing thought and practice remain unclear. This article defines the sharing economy as a technologically enabled socioeconomic system with five key characteristics (i.e., temporary access, transfer of economic value, platform mediation, expanded consumer role, and crowdsourced supply). It also examines the sharing economy’s impact on marketing’s traditional beliefs and practices in terms of how it challenges three key foundations of marketing: institutions (e.g., consumers, firms and channels, regulators), processes (e.g., innovation, branding, customer experience, value appropriation), and value creation (e.g., value for consumers, value for firms, value for society) and offers future research directions designed to push the boundaries of marketing thought. The article concludes with a set of forward-looking guideposts that highlight the implications of the sharing economy’s paradoxes, maturation, and technological development for marketing research. Collectively, this article aims to help marketing scholars not only keep pace with the sharing economy but also shape its future direction.
Journal Article
Why are customers loyal in sharing-economy services? A relational benefits perspective
Purpose
This study aims to provide a taxonomy of relational benefits that drive customer loyalty in sharing-economy services, assess the relative strengths of these relational benefits in influencing customer loyalty and examine whether commitment mediates the influence of relational benefits on customer loyalty in this context.
Design/methodology/approach
Relational benefits of sharing-economy services were explored through a focus group interview, followed by an online survey completed by 440 respondents in China. Structural equation modeling was used to test the hypotheses.
Findings
This study shows that confidence and social benefits have significant and positive effects on commitment in sharing-economy services. In addition, safety benefits, a new type of relational benefits, also significantly affect commitment in this context. Furthermore, the findings suggest that commitment acts as a mediator between confidence, social and safety benefits and customer loyalty. Special treatment benefits had no effect on commitment and loyalty in the sharing-economy context.
Practical implications
This paper provides sharing-economy service providers with insight on how to better create and sustain loyal relationships with customers through the provision of relational benefits.
Originality/value
This study offers initial insight into why customers would stay in peer-to-peer relationships in the sharing economy, and suggests how to strengthen relationships between customers and peer service providers.
Journal Article
Platform-level consequences of performance-based commission for service providers: Evidence from ridesharing
Ridesharing platforms compensate drivers using a fixed commission system that does not systematically reward effective drivers, which reduces platform engagement. Unsurprisingly, driver transaction activity is intermittent and service unpredictable. Influenced by agency theory, we propose a variable commission that jointly accounts for drivers’ transactions and service performance. To alleviate disengagement, we propose a customer-oriented engagement framework that challenges the notion of the sole monetary focus of drivers. We compare the effects of variable and fixed commission schemes on consequences such as driver net revenue and referral value, mediated by attitudinal outcomes. In a 3-month cluster-randomized field experiment with 3,367 ridesharing drivers across 16 cities and two population tiers, we show improvements in driver satisfaction and emotional connectedness accentuated by goal-oriented feedback. Variable commission with goal-oriented feedback translates to a 24.5% rise in revenue, a 19.5% increase in referral value, and a 43.21% lower churn. A cost–benefit analysis reinforces these results.
Journal Article
Conceptualizing the Sharing Economy through Presenting a Comprehensive Framework
In recent years, through the advances in technology and highlighting the sustainability concepts in different aspects of human lives, the sharing economy has become an interesting topic for researchers, and also, many businesses claim to be active in this environment. However, a comprehensive definition, which is generally accepted, does not yet exist in the literature. In this paper, through a systematic literature review, analysis, and coding, a comprehensive definition, and also, an inclusive framework is presented for the sharing economy. This can help scientists and businesses to clarify which companies or parts of their activities fall into the SE category, and which do not. Such clarification in a small scale is done for five companies at the end of the paper.
Journal Article
The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage
This study investigated relationships among the market orientation of sharing economy business, marketing innovation, sustainable competitive advantage (SCA), and performance. Attempts are made to understand market orientation from cultural and behavioral perspectives to accelerate marketing innovation and identify measures for SCA and performance building. Frequency, reliability, validity, fitness, and path analyses were performed on 400 respondents, and a structural model was used. The results are as follows. First, functional coordination of the cultural market orientation of sharing economy business with consumer orientation significantly affected product innovation, but competitive orientation’s effect on product innovation was not significant. Competitive orientation and functional coordination significantly affected communication innovation, but consumer orientation’s effect on communication innovation was not significant. Second, market information generation and response to market information of behavioral market orientation of sharing economy business significantly influenced product innovation, but market information exchange’s influence on product innovation was not significant. Even though market information exchange and response to market information had a significant influence on communication innovation, the influence of market information generation on communication innovation was not significant. Third, both product and communication innovation of the marketing innovation of sharing economy business significantly influenced SCA. Fourth, the SCA of sharing economy business significantly influenced market dominating power.
Journal Article
Predicting customer loyalty to Airbnb using PLS-SEM: the role of authenticity, interactivity, involvement and customer engagement
PurposeDrawing on social exchange theory, this study clarifies the roles of authenticity, interactivity and involvement in predicting customer engagement (CE) and, ultimately, customer loyalty towards an online peer-to-peer accommodation platform. In addition, the study explores the effect of interactivity in increasing authenticity.Design/methodology/approachData were collected through an online questionnaire of a sample of Italian tourists who had previously booked a service on Airbnb. The analyses were conducted by adopting partial least squares structural equation modelling.FindingsThe model has high power in predicting customer loyalty to an online peer-to-peer accommodation platform. Specifically, involvement is the primary predictor of CE and customer loyalty. Authenticity and interactivity also have a significant and positive effect both on CE and customer loyalty. In addition, CE partially mediates the relationship between authenticity, interactivity and involvement and customer loyalty. Finally, interactivity has a significant positive effect on authenticity.Practical implicationsThe results encourage hospitality service providers to invest in the creation (and co-creation) of authentic experiences to increase CE and customer loyalty. Hospitality managers can also enhance CE by increasing involvement and interaction with customers through various touchpoints (online and offline) in different moments of the customer journey.Originality/valueThis study proposes an original model to predict customer loyalty to peer-to-peer hospitality platforms. The findings shed new light on the drivers of CE and provide empirical support for the mediating effect of CE. The study also contributes to the literature on authenticity by demonstrating the positive effect of interactivity on authenticity.
Journal Article
Re-designing the service experience in the value co-creation process: an exploratory study of a healthcare network
PurposeThe study aims to provide an exploratory investigation of the magnitude of the customer-centric approach in the specific area of healthcare as a contribution to the scarce and preliminary literature on this topic. In particular, it explores the role of sharing economy-based (SE-based) platforms as an experiential touchpoint to co-create value within different levels. Specifically, the purpose of the study is threefold. First, it aims to address the service experience innovation in healthcare with a customer-centric approach. Second, it seeks to define the role of the SE-based platform as a touchpoint to redefine business processes, and third, it measures the co-created value within the network when redesigning the service experience.Design/methodology/approachTo address the research question, the authors proposed an analysis of service innovation and customer centricity in healthcare networks by using the case study of Saluber, an SE-based platform that offers logistics services for non-emergency medical transportation in the Campania region (south of Italy). By using a qualitative approach, the authors analysed primary and secondary data from multiple sources of evidence.FindingsThe results show that a customer-centric approach based on the SE-based platform can improve the customer experience and help to redesign and expand the business processes of healthcare organisations. A multilevel model demonstrates the possible service innovations that use SE principles that can co-create value for the customer (micro level), for the healthcare network (meso level) and for the community (macro-level).Research limitations/implicationsThis study provides managerial implications for the players who intend to take advantage of the possibilities offered by service innovations developed by the health and social organisations in the network. The SE-based platform helps redefine business processes to improve clinical and financial outcomes and improves the overall customer experience within this network.Originality/valueThis study allows new and important reflections from ethical, social and managerial points of view and underlines how digital platforms act as a support for healthcare services, not as a substitute.
Journal Article
The street food experiences of the local-guided tour in the meal-sharing economy: the case of Bangkok
PurposeThis study aims to understand the components of the street food experiences of the local-guided tour in the meal-sharing economy based on the online reviews of tourists who experienced a meal-sharing activity with a local guide in Bangkok.Design/methodology/approachBased on the qualitative approach, this study involved a content analysis of 384 narratives on Withlocals.FindingsThe study identified five components that embrace the street food experience: a local guide’s attributes, perceived food authenticity, local culture, perceived hygiene or cleanliness. Results also revealed that the Thai street foods are unique and authentic and can reach this experience level through a local guide.Originality/valueAlthough the importance of international travellers' street food experiences and the popularity of the meal-sharing economy platforms are rapidly growing, there is no study which had combined both of these phenomena together to date. It is the first attempt to reveal the components of street food experiences in a meal-sharing platform.
Journal Article