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Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model
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Access-based customer journeys.

Lez Trujillo-Torres1, Eda Anlamlier2, Laetitia Mimoun3

  • 1Department of Marketing, University of Illinois at Chicago, 601 S Morgan St, 2205 University Hall, MC 243, Chicago, IL 60607 USA.

Journal of the Academy of Marketing Science
|June 26, 2023
PubMed
Summary
This summary is machine-generated.

Customer journeys on access-based platforms involve systemic dynamics and job crafting. Understanding these elements is crucial for managing customer experiences in the evolving sharing economy.

Keywords:
Access-based consumptionCustomer journeysCustomer workJob craftingProsumerSharing economySocial interdependencies

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Area of Science:

  • Business
  • Economics
  • Sociology

Background:

  • Access-based platforms are increasingly popular, yet traditional customer journey models fail to capture unique aspects of this consumption.
  • Existing research overlooks prosumers' roles, interconnected experiences, and social interactions within these platforms.

Purpose of the Study:

  • To explore the nature of customer journeys in access-based platforms.
  • To develop a new model for understanding customer journeys in this context, distinct from ownership- and service-based models.

Main Methods:

  • Qualitative study utilizing the access-based platform Rent the Runway.
  • Analysis of how customers perform their journeys within the platform ecosystem.

Main Results:

  • Identified "systemic dynamics" including just-in-time circularity and customer interdependencies.
  • Revealed "job crafting" as customer practices for pain point avoidance, circulation adjustment, and increased journey "stickiness".
  • Job crafting can cause disruptions to other customer journeys and systemic flows.

Conclusions:

  • Developed a novel access-based platform journey model.
  • Highlighted the inherent systemic instability dynamics within these platforms.
  • Provided insights into managing customer journeys in access-based consumption contexts.