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Navigating the waves: understanding the drivers of adoption, retention, and cancellation of boating subscriptions among millennials and gen z

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Resumo:This study investigates the factors driving the adoption, retention, and cancellation of boating Subscription Business Models (SBMs) among Millennials and Gen Z. Employing a positivist approach, a quantitative study with 397 participants provided insights into the preferences of these demographics. Three factors drive adoption: good value for price, convenience or easy access, and flexibility. Retention hinges on vehicle quality, customer service, and access to lower prices or membership-only perks. Dissatisfaction with vehicle variety, flexibility, and convenience prompts cancellations. The findings contribute to academia and provide recommendations for industry managers to tailor their SBMs, enhancing customer satisfaction in the boating sector.
Autores principais:Reiß, Frederika
Assunto:Subscription business model Boating Adoption Retention CEMS MIM
Ano:2024
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso embargado
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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