"I Don’t Feel Safe": Examining the factors of customers’ negative valanced engagement in sharing economy services"

Abstract

Over the past decade, the sharing economy (SE) has expanded rapidly, fundamentally transforming various industries by enabling direct interactions between customers and businesses through digital platforms. These technology-enabled socio-economic platforms facilitate the exchange of underutilized assets, redefining traditional service models. Ride-sharing services such as Uber and Lyft have revolutionized the transportation industry by providing a seamless interface between consumers and drivers (Wirtz et al., 2019). The economic significance of SE continues to grow remarkably. Industry projections estimate that the volume of the sharing economy will reach .4 trillion by 2032, up from 97.12 billion in 2023 (Business Research Insights, 2024).Despite its rapid adoption and economic promise, the sharing economy has also introduced complex consumer challenges. While prior research has explored consumer engagement in SE, the role of negative customer engagement (NCE) behaviors—manifested through warnings, retaliatory actions, and endorsement of competitors—remains underexplored. This thesis seeks to address this gap by examining the antecedents and consequences of NCE behaviors in ride-sharing services, providing a nuanced understanding of how service interactivity shapes consumer reactions to negative experiences...La economía compartida (EC) ha crecido rápidamente en la última década, transformando industrias al facilitar la interacción directa entre clientes y empresas mediante plataformas digitales. Estas plataformas facilitan el intercambio de activos infrautilizados, redefiniendo los modelos de servicio tradicionales. Servicios como Uber y Lyft, han revolucionado la industria del transporte proporcionando un acceso ágil entre conductores y usuarios (Wirtz et al., 2019). La importancia económica de la EC sigue creciendo de manera notable. Se estima que el volumen de la EC alcanzará 2,4 billones de dólares en 2032, frente a 197.120 millones en 2023 (Business Research Insights, 2024).A pesar de su éxito, la EC plantea desafíos complejos a los consumidores. Aunque se ha estudiado el compromiso del cliente, el compromiso negative del cliente (CNC), expresado a través de advertencias, represalias o apoyo a competidores, sigue siendo un área poco explorada. Esta tesis aborda esta brecha en el conocimiento examinando los antecedentes y las consecuencias que provoca el CNC en el sector del transporte compartido, proporcionado una explicación detallada de cómo la interacción en el servicio influye en las experiencias negativas...