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The Rise of the Gig Economy: Where Does the Customer Fit in?

Altan, Bugra Murat LU ; Aydin, Baris LU and Motley, Brooke LU (2017) MGTN59 20171
Department 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)
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author
Altan, Bugra Murat LU ; Aydin, Baris LU and Motley, Brooke LU
supervisor
organization
course
MGTN59 20171
year
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},
  keyword      = {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     = {eng},
  note         = {Student Paper},
  title        = {The Rise of the Gig Economy: Where Does the Customer Fit in?},
  year         = {2017},
}