Impact of Value Cocreation on Customer Satisfaction and Loyalty of Online Car-Hailing Services

• Rui Jin ^[1] ; Kai Chen ^[2]
  1. [1] Nanjing University

     Nanjing University

     China

     
  2. [2] Beijing Forestry University

     Beijing Forestry University

     China

     
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 16, Nº. 3, 2021, págs. 432-444
• Idioma: inglés
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• Resumen

  • The theory of value cocreation has been applied widely in the research of a lot of fields, including the field of travelling. At present, online shared cars have become one of the main modes of travel for urban residents, which have caused people to think about the quality of its service and its customer satisfaction. The objective of this research is to explore the impact of value cocreation by both the platform and drivers on customer satisfaction and user loyalty using Didi as an example. We propose five factors that can measure value cocreation behaviors, among which system availability and privacy count for value cocreation by online platform and perceived usability, consistency and competence are indicators of value cocreation by drivers. In total, 338 questionnaires were distributed to retrieve data and further investigate the users’ willingness of taking shared-cars, their satisfaction and loyalty towards Didi in order to help the corporate progress. This study provides suggestions for service-oriented corporations related to the sharing economy in order to enhance their user loyalty as well as improve their management ability.