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Access-based customer journeys

Author

Listed:
  • Lez Trujillo-Torres

    (University of Illinois at Chicago)

  • Eda Anlamlier

    (University of Nevada, Las Vegas)

  • Laetitia Mimoun

    (ESCP Business School)

  • Lagnajita Chatterjee

    (Worcester State University)

  • Delphine Dion

    (ESSEC Business School)

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.

Suggested Citation

  • Lez Trujillo-Torres & Eda Anlamlier & Laetitia Mimoun & Lagnajita Chatterjee & Delphine Dion, 2024. "Access-based customer journeys," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 24-43, January.
    • Handle: RePEc:spr:joamsc:v:52:y:2024:i:1:d:10.1007_s11747-023-00942-6
    DOI: 10.1007/s11747-023-00942-6
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    References listed on IDEAS

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