Customer Value of Shared Mobility Services - Comparing the main value drivers across two different sharing models and public transport

Abstract

Despite the increasing popularity of shared mobility services, a detailed understanding of the key value types from a consumer perspective is still missing. Based on customer value research and a survey with users of shared and public mobility services, we identify the main value drivers along the booking and travel experience which shape customer satisfaction and loyalty. Our research shows that the economic value has the biggest impact on overall value perceptions. However, for creating satisfied and loyal customers other value types become more crucial, such as safety, comfort and reliability, but also symbolic values. Environmental value has a certain relevance – though not as much as expected – whereas privacy does not seem to matter much in the given context. Moreover, comparisons between the three mobility providers (BlaBlaCar, Share Now and Flixbus) reveal an even more differentiated picture. Our research highlights the need for mobility companies to identify and deliver crucial values to their customers in a highly competitive market.