Research Article
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Year 2020, Volume: 8 Issue: 2, 256 - 287, 25.12.2020
https://doi.org/10.30519/ahtr.687956

Abstract

References

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  • Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85-89.
  • Bolton,R. N., Gustafsson, A., McColl-Kennedy, J.R., Sirianni, N.J., & Tse, D.K. (2014). Small details that make big differences: A radical approach to consumption experience as a firm's differentiating strategy. Journal of Service Management, 25(2), 253-274: 10.1108/JOSM-01-2014-0034.
  • Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: Bringing together digital, physical and social realms. Journal of Service Management, 29(5), 776-808: 10.1108/JOSM-04-2018-0113.
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  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68: 10.1509/jmkg.73.3.52.
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  • Cropley, A. (2006). In praise of convergent thinking. Creativity Research Journal, 18(3), 391-404: 10.1207/s15326934crj1803_13.
  • Davies, M. (2001). Adaptive AHP: A review of marketing applications with extensions. European Journal of Marketing, 35(7/8), 872-894: 10.1108/EUM0000000005729.
  • Davies, B., Baron, S. and Harris, K. (1999). Observable oral participation in the servuction system: toward a content and process model. Journal of Business Research, 44,47-53: 10.1016/S0148-2963(97)00177-X.
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  • Dredge, D., & Gyimóthy, S. (2015). The collaborative economy and tourism: Critical perspectives, questionable claims and silenced voices. Tourism Recreation Research, 40(3), 286-302: 10.1080/02508281.2015.1086076.
  • Edelman, D. C., & Singer, M. (2015). Competing on customer journeys. Harvard Business Review, 93(11), 88-100: 10.1509/jm.15.0420.
  • Emmel, N. (2013). Sampling and choosing cases in qualitative research: A realist approach. India: Sage.
  • Ert, E., Fleischer, A., & Magen, N. (2016). Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, 55, 62-73: 10.2139/ssrn.2624181.
  • Galbreth, M. R., Ghosh, B., & Shor, M. (2012). Social sharing of information goods: Implications for pricing and profits. Marketing Science, 31(4), 603-620: 10.1287/mksc.1120.0706.
  • Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410: 10.1016/j.emj.2007.08.005.
  • Guttentag, D. (2015). Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current issues in Tourism, 18(12), 1192-1217: 10.1080/13683500.2013.827159.
  • Guttentag, D. A., & Smith, S. L. (2017). Assessing Airbnb as a disruptive innovation relative to hotels: Substitution and comparative performance expectations. International Journal of Hospitality Management, 64, 1-10: 10.1016/j.ijhm.2017.02.003.
  • Halvorsrud, R., Kvale, K., & Følstad, A. (2016). Improving service quality through customer journey analysis. Journal of service theory and practice, 26(6), 840-867: 10.1108/JSTP-05-2015-0111.
  • Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059: 10.1002/asi.23552.
  • Hellwig, K., Morhart, F., Girardin, F., & Hauser, M. (2015). Exploring different types of sharing: A proposed segmentation of the market for “sharing” businesses. Psychology & Marketing, 32(9), 891-906: 10.1002/mar.20825.
  • Hellwig, K., Morhart, F., Kocher, B., & Zisiadis, G. (2014). Share your life and get more of yourself. Experience sharing in Couchsurfing. NA Advances in Consumer Research, 42, 510-511.
  • Hendarto, K. A., Dharmmesta, B. S., Purwanto, B. M., & Moeliono, M. M. (2018). Analyzing consumer participation in boycott movement using the analytical hierarchy process: Indonesia context. Journal of Islamic Marketing, 9(4), 698-726: 10.1108/JIMA-11-2016-0086.
  • Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140: 10.1086/208906.
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Exploring the Collaborative Consumption Journey: The Case of Access-Based Consumption

Year 2020, Volume: 8 Issue: 2, 256 - 287, 25.12.2020
https://doi.org/10.30519/ahtr.687956

Abstract

This study explores the collaborative consumption journey in purchase funnel, covering both the pre-accommodation and during/post-accommodation stages, and extends knowledge toward the intersection of customer experience and the field of shared economics. Firstly, we identify all potential touchpoints in multiple stages of the collaborative consumption journey through in-depth interviews and then we investigate experiential dimensions of the collaborative consumption journey by means of a qualitative study and the prioritization of dimensions of customer experience through the Analytical Hierarchical Process methodology by analysing two different types of access-based consumption: the renting platform Airbnb and the lending platform Couchsurfing. Touchpoints were framed under four groups: (a) brand-owned, (b) partner-owned, (c) customer-owned and (d) social/external. The results demonstrate that sensory, affective and cognitive dominant experiences act as the primary roles for both collaborative consumption platforms in the pre-accommodation stage, whereas the collaborative consumption experience is enriched with distinct experiences in the during/post-accommodation stage. The cognitive experience is relatively more important for Airbnb, while sensory experience plays a more critical role in the Couchsurfing journey in the pre-accommodation stage. These experiences then shift into affective and relational experiences during/post-accommodation stage.

References

  • Anderl, E., Becker, I., Von Wangenheim, F., & Schumann, J. H. (2016). Mapping the customer journey: Lessons learned from graph-based online attribution modeling. International Journal of Research in Marketing, 33(3), 457-474: 10.2139/ssrn.2685167.
  • Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 41(10), 790-804: 10.1108/IJRDM-08-2012-0084.
  • Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881-898: 10.1086/666376.
  • Baxendale, S., Macdonald, E. K., & Wilson, H. N. (2015). The impact of different touchpoints on brand consideration. Journal of Retailing, 91(2), 235-253: 10.1016/j.jretai.2014.12.008.
  • Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600: 10.1016/j.jbusres.2013.10.001.
  • Benkler, Y. (2004). Sharing nicely: On shareable goods and the emergence of sharing as a modality of economic production. Yale Law Journal, 114(2), 273-358: 10.2307/4135731.
  • Benoit, S., Baker, T. L., Bolton, R. N., Gruber, T., & Kandampully, J. (2017). A triadic framework for collaborative consumption (CC): Motives, activities and resources & capabilities of actors. Journal of Business Research, 79, 219-227: 10.1016/j.jbusres.2017.05.004.
  • Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85-89.
  • Bolton,R. N., Gustafsson, A., McColl-Kennedy, J.R., Sirianni, N.J., & Tse, D.K. (2014). Small details that make big differences: A radical approach to consumption experience as a firm's differentiating strategy. Journal of Service Management, 25(2), 253-274: 10.1108/JOSM-01-2014-0034.
  • Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: Bringing together digital, physical and social realms. Journal of Service Management, 29(5), 776-808: 10.1108/JOSM-04-2018-0113.
  • Botsman, R., & Rogers, R. (2010). Beyond zipcar: Collaborative consumption. Harvard Business Review, 88(10), 30: 10.3390/resources2030184.
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68: 10.1509/jmkg.73.3.52.
  • Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing theory, 3(2), 267-286: 10.1177/14705931030032004.
  • Chen, D. J. (2012). Global concept, local practice: Taiwanese experience of CouchSurfing. Hospitality & Society, 1(3), 279-297: 10.1386/hosp.1.3.279_1.
  • Cohen, B., & Kietzmann, J. (2014). Ride on! Mobility business models for the sharing economy. Organization & Environment, 27(3), 279-296: 10.1177/1086026614546199.
  • Cropley, A. (2006). In praise of convergent thinking. Creativity Research Journal, 18(3), 391-404: 10.1207/s15326934crj1803_13.
  • Davies, M. (2001). Adaptive AHP: A review of marketing applications with extensions. European Journal of Marketing, 35(7/8), 872-894: 10.1108/EUM0000000005729.
  • Davies, B., Baron, S. and Harris, K. (1999). Observable oral participation in the servuction system: toward a content and process model. Journal of Business Research, 44,47-53: 10.1016/S0148-2963(97)00177-X.
  • Deng, C., & Ravichandran, T. (2017). How consumers perceive trustworthiness of providers in sharing economy: Effects of photos and comments on demand at Airbnb. In: Proceedings of Twenty-third Americas Conference on Information System, Boston, 1-5.
  • Dredge, D., & Gyimóthy, S. (2015). The collaborative economy and tourism: Critical perspectives, questionable claims and silenced voices. Tourism Recreation Research, 40(3), 286-302: 10.1080/02508281.2015.1086076.
  • Edelman, D. C., & Singer, M. (2015). Competing on customer journeys. Harvard Business Review, 93(11), 88-100: 10.1509/jm.15.0420.
  • Emmel, N. (2013). Sampling and choosing cases in qualitative research: A realist approach. India: Sage.
  • Ert, E., Fleischer, A., & Magen, N. (2016). Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, 55, 62-73: 10.2139/ssrn.2624181.
  • Galbreth, M. R., Ghosh, B., & Shor, M. (2012). Social sharing of information goods: Implications for pricing and profits. Marketing Science, 31(4), 603-620: 10.1287/mksc.1120.0706.
  • Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410: 10.1016/j.emj.2007.08.005.
  • Guttentag, D. (2015). Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current issues in Tourism, 18(12), 1192-1217: 10.1080/13683500.2013.827159.
  • Guttentag, D. A., & Smith, S. L. (2017). Assessing Airbnb as a disruptive innovation relative to hotels: Substitution and comparative performance expectations. International Journal of Hospitality Management, 64, 1-10: 10.1016/j.ijhm.2017.02.003.
  • Halvorsrud, R., Kvale, K., & Følstad, A. (2016). Improving service quality through customer journey analysis. Journal of service theory and practice, 26(6), 840-867: 10.1108/JSTP-05-2015-0111.
  • Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059: 10.1002/asi.23552.
  • Hellwig, K., Morhart, F., Girardin, F., & Hauser, M. (2015). Exploring different types of sharing: A proposed segmentation of the market for “sharing” businesses. Psychology & Marketing, 32(9), 891-906: 10.1002/mar.20825.
  • Hellwig, K., Morhart, F., Kocher, B., & Zisiadis, G. (2014). Share your life and get more of yourself. Experience sharing in Couchsurfing. NA Advances in Consumer Research, 42, 510-511.
  • Hendarto, K. A., Dharmmesta, B. S., Purwanto, B. M., & Moeliono, M. M. (2018). Analyzing consumer participation in boycott movement using the analytical hierarchy process: Indonesia context. Journal of Islamic Marketing, 9(4), 698-726: 10.1108/JIMA-11-2016-0086.
  • Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140: 10.1086/208906.
  • Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401: 10.1007/s11747-015-0460-7.
  • Hultén, B. (2011). Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23(3), 256-273: 10.1108/09555341111130245.
  • Jung, J., Yoon, S., Kim, S., Park, S., Lee, K. P., & Lee, U. (2016). Social or financial goals?: comparative analysis of user behaviors in Couchsurfing and Airbnb. In: Proceedings of the 2016 CHI conference extended abstracts on human factors in computing systems, ACM,2857-2863.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68: 10.1016/j.bushor.2009.09.003.
  • Kassarjian, H. H. (1977). Content analysis in consumer research. Journal of Consumer Research, 4(1), 8-18: 10.1086/208674.
  • Kranzbühler, A. M., Kleijnen, M. H., Morgan, R. E., & Teerling, M. (2018). The multilevel nature of customer experience research: An integrative review and research agenda. International Journal of Management Reviews, 20(2), 433-456.
  • Kujur, F., & Singh, S. (2018). Emotions as predictor for consumer engagement in YouTube advertisement. Journal of Advances in Management Research, 15(2), 184-197: 10.1108/JAMR-05-2017-0065.
  • Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125: 10.1509/jm.10.0368.
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There are 79 citations in total.

Details

Primary Language English
Subjects Tourism (Other)
Journal Section Research Article
Authors

Özge Özgen 0000-0002-1328-3658

Nilay Bıçakcıoğlu-peynirci 0000-0002-7705-3827

Publication Date December 25, 2020
Submission Date February 11, 2020
Published in Issue Year 2020 Volume: 8 Issue: 2

Cite

APA Özgen, Ö., & Bıçakcıoğlu-peynirci, N. (2020). Exploring the Collaborative Consumption Journey: The Case of Access-Based Consumption. Advances in Hospitality and Tourism Research (AHTR), 8(2), 256-287. https://doi.org/10.30519/ahtr.687956


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