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Published in: Journal of the Academy of Marketing Science 1/2024

22-05-2023 | Original Empirical Research

Access-based customer journeys

Authors: Lez Trujillo-Torres, Eda Anlamlier, Laetitia Mimoun, Lagnajita Chatterjee, Delphine Dion

Published in: Journal of the Academy of Marketing Science | Issue 1/2024

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Abstract

Despite the popularity of access-based platforms, the understanding of customer journeys remains anchored in traditional market contexts that overlook prosumers’ extended value-chain roles, interconnected experiences, and instrumental sociality in access-based consumption. Using a qualitative study on the access-based platform Rent the Runway, the authors discuss the nature of customer journeys in access-based platforms and showcase how customers perform these journeys. The study reveals two key elements: (1) systemic dynamics, which encompass just-in-time circularity and tightly coupled customer interdependencies, and (2) job crafting, which involves customer work practices that allow pain point avoidance, circulation flow adjustments, and journey stickiness increases. Job crafting can create unpredictable disruptions in other customer journeys and affect systemic flows. This investigation expands research on customer experience management and journey design by developing an access-based platform journey model differentiated from ownership- and service-based platform models, showcasing its systemic instability dynamics, and elaborating how to manage these customer journeys.

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Appendix
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Metadata
Title
Access-based customer journeys
Authors
Lez Trujillo-Torres
Eda Anlamlier
Laetitia Mimoun
Lagnajita Chatterjee
Delphine Dion
Publication date
22-05-2023
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 1/2024
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-023-00942-6

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