Natalie David, enseignant-chercheur à l’EM Strasbourg, a publié récemment un article dans le Journal of Business Research [CNRS cat. 2, FNEGE cat. 2, HCERES cat. A].
L’article est intitulé “Suppliers’ loyalty to their sharing platform: The influence of multiple roles” et a été écrit en collaboration avec Oliver Rossmanneka (Université de Fribourg) et Hanna Schramm-Klein (Université de Siegen).
For sharing platforms, such as Airbnb and Didi, the loyalty of suppliers (e.g., hosts and drivers) is a key success factor. We analyze the antecedents of supplier loyalty in two steps. In the first step, we formulate a baseline model that includes important antecedents of loyalty. In the second step, we explore how the antecedents of loyalty change if suppliers (a) are also customers of the focal platform or if they (b) use competing platforms (i.e., multihoming). Accordingly, we use a sample of 1,445 hosts who work with a European home-sharing platform. Our findings have several implications. First, sharing platforms should consider supplier segmentation. Second, encouraging suppliers to become customers might have several advantages for platforms. Third, it can be beneficial for a platform to focus on providing either high-quality administrative services to suppliers that prefer singlehoming or a no-frills platform to suppliers who prefer multihoming.