Research Spotlight
In her Ph.D. thesis, Dhrithi Mahadevan conceptualises and identifies specific drivers of customer experience for access-based services like Uber, AirBnB, Swiggy, Zomato etc. She uses her framework to investigate how the interactions between customers, platform and third-party providers affect the overall customer experience, which in turn affects the performance of both the third-party providers as well as the platform.
Customers engage with opinions made by others on social media in a variety of ways. This includes liking, upvoting, commenting or sharing these opinions. PhD scholar Jose Manu’s research explores how and why these customer engagements occur and how the presence of others in the network motivates customers to engage with online reviews.