Cab-sharing services and transformation expectations of consumers: the moderating role of materialism

Drivers of the Sharing Economy That Affect Consumers’ Usage Behavior: Moderation of Perceived Risk

In the access to peer-to-peer sharing of goods and services through a technology platform, which is known as the sharing economy, there is no consensus on the factors that motivate consumers. This study aimed to investigate the moderating effect of perceived risk on consumers’ participation in the sharing economy in a developing country. Following a quantitative approach, a survey was conducted among 400 consumers in the Metropolitan Zone of Puebla City, Mexico. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. Economic benefits, enjoyment, and trust drove the usage behavior of consumers in the sharing economy. In addition, perceived risk significantly moderated the relationships that usage behavior has with the economic benefits and the feeling of the community. As predicted by social exchange theory, the consumers made choices based on a subjective cost–benefit analysis, showing flexibility in the type and amount of rewards. This study contributes to knowledge about customer behavior in the context of the sharing economy.

Winning customers' hearts and minds using DFSS in the insurance industry

Purpose

This study aims to simultaneously examine customer complaints through the proposed novel Design for Six Sigma (DFSS) model which incorporates of creating the new insurance services to win customers' hearts and mind for the insurance industry.

Design/methodology/approach

A novel DFSS research methodology which includes the theory of inventive problem solving (TRIZ), Pugh concept selection, creative product analysis matrix and importance–satisfaction model (I–S Model) was proposed. In addition, a real insurance company case was studied to illustrate the effectiveness of the proposed DFSS model.

Findings

The results of a novel DFSS model not only can establish new services, but also can dramatically reduce the cost of resolving customer complaints.

Practical implications

The findings of this study are useful for insurance companies and other related service providers in devising tailored strategies to offer quality and suitable services to their customers.

Originality/value

This study addresses the paucity of research and marketing gaps through the proposed novel DFSS model for the first time in the insurance industry. These study findings would enable researchers and practitioners to formulate strategies for solving customer complaints effectively and develop new services from time to time.