EXPLORING THE COLLABORATIVE CONSUMPTION JOURNEY: THE CASE OF ACCESS-BASED CONSUMPTION

Creative Commons License

ÖZGEN Ö., BIÇAKCIOĞLU PEYNİRCİ N.

ADVANCES IN HOSPITALITY AND TOURISM RESEARCH-AHTR, cilt.8, sa.2, ss.256-287, 2020 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 8 Sayı: 2
  • Basım Tarihi: 2020
  • Doi Numarası: 10.30519/ahtr.687956
  • Dergi Adı: ADVANCES IN HOSPITALITY AND TOURISM RESEARCH-AHTR
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, CAB Abstracts, Directory of Open Access Journals, TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.256-287
  • Anahtar Kelimeler: Customer journey, Touchpoint, Collaborative consumption, Sharing economy, Airbnb, Couchsurfing, SHARING ECONOMY, CUSTOMER EXPERIENCE, BRAND-EXPERIENCE, PARTICIPATION, SATISFACTION, TECHNOLOGY, MANAGEMENT, EMERGENCE, FRAMEWORK, EMOTIONS
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

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/postaccommodation stage. The cognitive experience is relatively more important for Airbnb, while sensory experience plays a more critical role in the Couchsurfing journey in the preaccommodation stage. These experiences then shift into affective and relational experiences during/postaccommodation stage.