The Rise of the Gig Economy: Where Does the Customer Fit in?
(2017) MGTN59 20171Department of Business Administration
- Abstract
- Aiming to fill the knowledge gap about the customer’s perspective that is present in the literature surrounding the gig economy, this study intends to contribute to the research on the field by discovering the factors that influence customer behavior, as well as the motivations for customers’ switching platforms within the gig economy. To this end, it asks and attempts to answer two questions:
1. What are the potential effects of customer perception on the marketing strategies of gig economy companies?
2. How does the digitalization of word of mouth affect companies in the gig economy?
To answer these questions, this study relies on theories on innovation, strategic development, and marketing management; as well as an online survey and... (More) - Aiming to fill the knowledge gap about the customer’s perspective that is present in the literature surrounding the gig economy, this study intends to contribute to the research on the field by discovering the factors that influence customer behavior, as well as the motivations for customers’ switching platforms within the gig economy. To this end, it asks and attempts to answer two questions:
1. What are the potential effects of customer perception on the marketing strategies of gig economy companies?
2. How does the digitalization of word of mouth affect companies in the gig economy?
To answer these questions, this study relies on theories on innovation, strategic development, and marketing management; as well as an online survey and a case study on Uber. The findings reveal that the price and interface of the platforms have a greater effect than ethical concerns, environmental issues, and working conditions; that country and age have very little influence on user preferences; and that user reviews have a measurable impact. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8914959
- author
- Altan, Bugra Murat LU ; Aydin, Baris LU and Motley, Brooke LU
- supervisor
- organization
- course
- MGTN59 20171
- year
- 2017
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- gig economy, applications, online platforms, customer, consumer, Uber, gigs, task-based employment, sharing economy, access economy, on-demand economy, independent work, UI, ethics, price, environment, working conditions
- language
- English
- id
- 8914959
- date added to LUP
- 2017-06-15 12:11:37
- date last changed
- 2017-06-15 12:11:37
@misc{8914959, abstract = {{Aiming to fill the knowledge gap about the customer’s perspective that is present in the literature surrounding the gig economy, this study intends to contribute to the research on the field by discovering the factors that influence customer behavior, as well as the motivations for customers’ switching platforms within the gig economy. To this end, it asks and attempts to answer two questions: 1. What are the potential effects of customer perception on the marketing strategies of gig economy companies? 2. How does the digitalization of word of mouth affect companies in the gig economy? To answer these questions, this study relies on theories on innovation, strategic development, and marketing management; as well as an online survey and a case study on Uber. The findings reveal that the price and interface of the platforms have a greater effect than ethical concerns, environmental issues, and working conditions; that country and age have very little influence on user preferences; and that user reviews have a measurable impact.}}, author = {{Altan, Bugra Murat and Aydin, Baris and Motley, Brooke}}, language = {{eng}}, note = {{Student Paper}}, title = {{The Rise of the Gig Economy: Where Does the Customer Fit in?}}, year = {{2017}}, }