A decision model for efficient service design in the sharing economy: a service triad perspective

Publication Type:
Journal Article
Asia Pacific Journal of Marketing and Logistics, 2022, ahead-of-print, (ahead-of-print)
Issue Date:
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Purpose: Sharing economy-based service platforms are a relatively new way of delivering services that have received increasing attention from both practitioners and researchers. However, current research in the area is still developing in terms of offering practical insight in conjunction with a decision model that may help to determine optimal strategies for efficient service design in the sharing economy from a service triad perspective. Exploring this gap in the literature, this paper aims to develop and apply a decision model that enables managers to identify and prioritise the efficiency attributes of sharing economy-based services. It also aids in designing optimal strategies to enhance efficiency over time based on the insights obtained from users (buyers and sellers) and platform providers. Design/methodology/approach: This study adopts a mixed-methods approach. The qualitative approach comprised an extensive literature review followed by in-depth interviews, and the quantitative approach adopted the quality function deployment (QFD) integrated optimisation technique to design and prioritise the most optimal strategy emanating from the application of a decision model. Findings: The findings revealed that establishing global distribution, continued technological research and development (R&D) and enhancing the transactional platform are the most important strategies in the context of sharing economy platform providers (e.g. accommodation-based-platform service providers). This study also revealed that as the importance weights of the efficiency attributes changed over time, so too did the portfolio of strategies used to attain an optimal efficiency level. Originality/value: The decision model brings a richer conceptual understanding of the dynamic changes over time that occur in the business ecosystem. It also allows managers of sharing economy-based platforms to select optimal strategies and make astute decisions towards achieving efficient service design.
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