Winning strategies for customer loyalty in the sharing economy: A mixed-methods study

Anna Akhmedova, Frederic Marimon and Marta Mas-Machuca

Journal of Business Research, 2020, vol. 112, issue C, 33-44

Abstract: Loyalty is key for sharing economy (SE) platforms, as their success depends on gaining and retaining a critical mass of users. Using a sequential design of quantitative (exploratory factor analysis) and mixed methods (qualitative comparative analysis), a sample of 208 users of SE platforms was analysed. The results indicate that loyalty is achieved at the intersection of website (app) organisation, platform responsiveness and reliability, and customer interaction with the peer service provider. Three strategies are proposed to achieve loyalty, each comprising two out of the three mentioned antecedents. Sensitivity analysis of the loyalty antecedents suggests specific customer segments (millennials versus baby boomers and males versus females).

Keywords: Sharing economy; Loyalty; p2p platforms; Quality service; Collaborative consumption (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (15)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296320301569
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:112:y:2020:i:c:p:33-44

DOI: 10.1016/j.jbusres.2020.02.046

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().