Published In
Journal of Consumer Behaviour
Document Type
Article
Publication Date
5-1-2024
Subjects
Ridesharing, Urban transportation
Abstract
Whereas consumer satisfaction is critical for the success of services, we research how providers evaluate customers in the sharing economy represented by the rideshare marketplace. We examine anticipated customer evaluation (ACE) as the underlying link and the provider's sense of power as a moderator for the relationship between customer ingratiation and provider evaluations. We first conducted a field pilot study and analyzed the content of rideshare trips described by drivers. Then, we tested the conceptual framework in four experiments that manipulated different rideshare customer behaviors (self-presentation, other-enhancement, and customer conformity). Our study contributes to the consumer research literature by examining provider evaluation and discovering the peer-to-peer (P2P) dynamic evaluation mechanisms that adopt a two-way rating system.
Rights
This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made. © 2024 The Authors. Journal of Consumer Behaviour published by John Wiley & Sons Ltd.
Locate the Document
DOI
10.1002/cb.2340
Persistent Identifier
https://archives.pdx.edu/ds/psu/41812
Citation Details
Xiao, Y., & Hasford, J. (2024). Mixing customer ingratiation into evaluation: How service providers judge and evaluate rideshare experiences. Journal of Consumer Behaviour. Portico.