Trujillo-Torres Lez, Anlamlier Eda, Mimoun Laetitia, Chatterjee Lagnajita, Dion Delphine
Department of Marketing, University of Illinois at Chicago, 601 S Morgan St, 2205 University Hall, MC 243, Chicago, IL 60607 USA.
The Department of Marketing and International Business, University of Nevada, Las Vegas, 4505 S Maryland Pkwy, Las Vegas, NV 89154 USA.
J Acad Mark Sci. 2023 May 22:1-20. doi: 10.1007/s11747-023-00942-6.
Despite the popularity of access-based platforms, the understanding of customer journeys remains anchored in traditional market contexts that overlook prosumers' extended value-chain roles, interconnected experiences, and instrumental sociality in access-based consumption. Using a qualitative study on the access-based platform Rent the Runway, the authors discuss the nature of customer journeys in access-based platforms and showcase how customers perform these journeys. The study reveals two key elements: (1) systemic dynamics, which encompass just-in-time circularity and tightly coupled customer interdependencies, and (2) job crafting, which involves customer work practices that allow pain point avoidance, circulation flow adjustments, and journey stickiness increases. Job crafting can create unpredictable disruptions in other customer journeys and affect systemic flows. This investigation expands research on customer experience management and journey design by developing an access-based platform journey model differentiated from ownership- and service-based platform models, showcasing its systemic instability dynamics, and elaborating how to manage these customer journeys.
The online version contains supplementary material available at 10.1007/s11747-023-00942-6.
尽管基于使用权的平台很受欢迎，但对客户旅程的理解仍局限于传统市场背景，忽视了产消者在基于使用权的消费中扩展的价值链角色、相互关联的体验以及工具性社交性。通过对基于使用权的平台Rent the Runway进行定性研究，作者探讨了基于使用权的平台中客户旅程的本质，并展示了客户如何完成这些旅程。该研究揭示了两个关键要素：（1）系统动态，包括即时循环和紧密耦合的客户相互依存关系；（2）工作塑造，涉及客户的工作实践，这些实践能够避免痛点、调整循环流程并增加旅程粘性。工作塑造可能会在其他客户旅程中造成不可预测的干扰并影响系统流程。本研究通过开发一种与基于所有权和服务的平台模型不同的基于使用权的平台旅程模型，展示其系统不稳定动态，并阐述如何管理这些客户旅程，扩展了对客户体验管理和旅程设计的研究。
在线版本包含可在10.1007/s11747-023-00942-6获取的补充材料。
