How customer journey has been influenced by emerging socio-cultural model : sharing economy. Case study : shared mobility

In this paper we are going to investigate the emergence of a new socio-cultural model, so-called sharing economy or collaborative consumption, the move from the ownership to the access of the product/services. This phenomenon is reshaping the business approach of the traditional companies in different business fields, pushing them to adapt new business models in order to stay successful in the market. This paper represents an attempt to deeply identify the influence on the customer experience being impacted by the sharing economy phenomenon. In this work we investigate different types of shared mobility, such as car sharing, ridesharing and car on demand as a part of sharing economy, on the instance of the following case studies: Zipcar, Uber and BlaBlaCar. As a result, applying the customer journey canvas for each case aforementioned, we compare the customer journeys in the shared mobility field with a traditional car ownership, thus we can identify the way sharing economy is shaping the customer experience.

Questa tesi intende investigare l’affermazione di un nuovo modello socio-culturale, il cosiddetto sharing economy o ‘consumo collaborativo’, che dovrebbe favorire il passaggio dal concetto di proprieta a quello di accesso al prodotto/servizio. Questo fenomeno tende a rimodellare l’approccio commerciale delle tradizionali aziende in differenti campi commerciali, spingendole ad adattare il loro business model per poter restare competitive sul mercato. Il presente lavoro costituisce un tentativo di identificare in maniera approfondita come il fenomeno della sharing economy possa influenzare l’esperienza dei consumatore. In questo lavoro analizziamo differenti tipi di shared mobility, come ad esempio car sharing, ridesharing e car on demand come parte di una sharing economy, utilizzando altresi i seguenti case studies: Zipcar, Uber and BlaBlaCar. Ai fini della nostra ricerca, una volta applicato il customer journey canvas ad ogni caso specifico di cui sopra, abbiamo confrontato il customer journey in una shared mobility con una tradizionale car ownership, per individuare il modo in cui la sharing economy stia modellando l’esperienza del consumatore.