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EMAC 2020 Regional Conference

Understanding online and offline customer experience of shared vs. public mobility services – A semiautomated content analysis of user reviews

Published: September 16, 2020


Jana Staudt, Technische Hochschule Mittelhessen; Martin Haupt, Justus-Liebig-Universität Giessen; Stefanie Wannow, Technische Hochschule Mittelhessen


Sharing; Experience; Reviews


Despite rising user rates for shared mobility services, huge potentials of the market remain untapped. Therefore, firms providing digital platforms for peer-to-peer or public mobility seek to expand their understanding of customer experiences (CX) for service improvements. Using semiautomated content analysis, this study investigates, if and how online user reviews can be used to better understand the online (app) and offline (travel) CX. Based on over 7,700 reviews of two archetypal providers from independent websites, we extracted key drivers of (dis-)satisfaction. Our study highlights the need to systematically analyze user feedback, since it reveals authentic and nuanced CX insights.