Access-Based Services for the Base of the Pyramid. (November 2018)
- Record Type:
- Journal Article
- Title:
- Access-Based Services for the Base of the Pyramid. (November 2018)
- Main Title:
- Access-Based Services for the Base of the Pyramid
- Authors:
- Schaefers, Tobias
Moser, Roger
Narayanamurthy, Gopalakrishnan - Abstract:
- One key challenge for consumers at the base of the pyramid (BoP) is access to products that could transform their livelihood, leading to nonconsumption as the dominant pattern. Previous studies have claimed that nonconsumption could be addressed with services offering access to goods without ownership. Drawing on expected utility theory, we conduct two experimental studies in rural India that provide the first empirical support for the idea that the availability of access-based services reduces nonconsumption at the BoP. Additionally, we show that this effect is explained by BoP consumers' expected utility assessment as reflected in their perception of access being more affordable and entailing less financial risk than ownership. We also demonstrate that access temporality, an important configurational variable for access-based service providers, affects the degree to which nonconsumption can be decreased. Compared to short-term access, BoP consumers perceive long-term access to be too similar to ownership in terms of affordability and financial risk, which causes them to refrain from purchasing. Overall, the results suggest that access-based services represent a viable alternative for addressing nonconsumption at the BoP. However, service providers should be aware that short-term access is required to gain acceptance among BoP consumers.
- Is Part Of:
- Journal of service research. Volume 21:Number 4(2018:Nov.)
- Journal:
- Journal of service research
- Issue:
- Volume 21:Number 4(2018:Nov.)
- Issue Display:
- Volume 21, Issue 4 (2018)
- Year:
- 2018
- Volume:
- 21
- Issue:
- 4
- Issue Sort Value:
- 2018-0021-0004-0000
- Page Start:
- 421
- Page End:
- 437
- Publication Date:
- 2018-11
- Subjects:
- access-based services -- base of the pyramid -- nonconsumption
Customer services -- Periodicals
Service industries -- Periodicals
658.81205 - Journal URLs:
- http://journals.sagepub.com/home/jsr ↗
http://www.sagepublications.com/ ↗ - DOI:
- 10.1177/1094670518770034 ↗
- Languages:
- English
- ISSNs:
- 1094-6705
- Deposit Type:
- Legaldeposit
- View Content:
- Available online (eLD content is only available in our Reading Rooms) ↗
- Physical Locations:
- British Library DSC - BLDSS-3PM
British Library HMNTS - ELD Digital store - Ingest File:
- 8699.xml