Background: Provide insights on the potential drivers of service loyalty in access-based services, especially when the consumers have the option to switch between owning a product or accessing a product through a service. By examining service loyalty in access-based services in the context of e-scooter sharing services, the researchers contribute to the service research field. Aim: Conceptualize service loyalty by considering the ownership dilemma in access-based services in micromobility. More specifically, the study aims to find what are potential drivers of service loyalty, what effects does ownership advantage have on service loyalty and what variables mediate the customer satisfaction – service loyalty relationship in said services. Methodology: A quantitative study, in which a survey method is chosen to gather empirical data. The survey was distributed as an online questionnaire via online platforms. In addition, an e-scooter sharing service company, Helbiz, shared the survey on their official Twitter and Facebook handles. A total of 249 responses was received. Findings: PLS-SEM was used as a statistical analysis tool to analyse the gathered data. Data suggests that customer satisfaction, service image, affective commitment and relative advantage are drivers of service loyalty in access-based services in micromobility. Furthermore, the effect of ownership advantage on service loyalty proved to be inconclusive as the result was not statistically significant. Finally, data indicates that service image, affective commitment and relative advantage mediate the customer satisfaction – service loyalty relationship.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-166570 |
| Date | January 2020 |
| Creators | Popov, Aleko Ivaylov, Ravi, Yashaswini |
| Publisher | Linköpings universitet, Företagsekonomi, Linköpings universitet, Filosofiska fakulteten, Linköpings universitet, Företagsekonomi, Linköpings universitet, Filosofiska fakulteten |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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