04-12: Scott G Dacko
Chair: Iman Ahmadi
The Future of Car-Sharing: Improving the Understanding of Its Adoption Via the Customer Experience Lens
Mobility services such as car-sharing distinctly widen the customer experience (CX) spectrum between customers and brands. From a dynamic CX perspective, all points of contact between a customer and a brand impact on current and future experiences (Lemon and Verhoef, 2016; Verhoef, Lemon, Parasuraman, Roggeveen, Tsiros and Schlesinger, 2009). Hence, ensuring a positive CX through mobility services has the potential to impact on future awareness and purchase intention of car brands. In order to develop such a positive CX, the entire customer journey across pre-purchase, purchase and post-purchase stages of the buying process must be considered (Kranzbühler, Kleijnen, Morgan and Teerling, 2018; Lemon and Verhoef, 2016; Rosenbaum, Otalora and Ramirez, 2017). As car-sharing involves a clearly different customer journey and CX from the traditional car purchase, but can yet impact on the latter in a future CX interaction, developing an initial understanding of the customer journey and crucial touchpoints as well as concerns involved in car-sharing is an area that is of high interest for investigation. This can give valuable insights into the areas of the journey that should be focused on when developing a superior CX for existing and new customers.
Accordingly, key among the aims of study is to improve understanding of the car-sharing CX throughout the customer journey, highlighting critical touchpoints for CX. As such, the study seeks to extend current academic literature in the area of car-sharing adoption and CX and contribute to the provision of managerial insights relevant to the marketing of car-sharing and understanding expectations regarding car-sharing CX.
Triangulation of qualitative and quantitative methodologies enabled in-depth understanding as well as quantifiable insights. 12 semi-structured interviews were conducted with car-sharing users and non-users from European countries. The results informed the development of a survey of 135 users and non-users in Europe. A more exploratory approach through in-depth data from the interviews and descriptive data from the survey shows how car-sharing experiences can potentially impact on future CX in the automotive industry and which touchpoints, throughout the customer journey of car-sharing, appear to be crucial for customers to influence CX.
Overall, this research develops multiple insights into car-sharing adoption and CX. Multiple advantages and problems with car-sharing are found from which implications for car-sharing adoption are derived. Insights about the customer journey, critical touchpoints and, importantly, CX expectations are drawn from the data. This highlights areas for prioritisation across the customer journey that are critical aspects for a positive CX. This research contributes to the growing body of car-sharing literature by unveiling concerns hindering wider adoption and by developing a first customer journey map that illustrates critical aspects in car-sharing CX.