From ownership to usership

: predicting value creation factors for efficient marketing communication activities in the electric scooter sharing market

Abstract

The amount of owned means of transportations in city centres negatively affects the environment and people’s quality of life due to pollution, noise, traffic congestion and spaceproblems. Besides public transportation systems, mobility sharing services are decentadditional alternatives, supporting the limitation of private vehicles in cities without taking people’s desire for flexibility. In order to decrease the number of private vehicles in citiesand to increase using frequency and total use of mobility sharing services, marketers must continue promoting their services in an efficient manner. The aim of this research work is thus to explore value creation factors of electric scooter sharing services and their effects onbusiness success factors in order to suggest efficient marketing communication activities.The outcome of this study aims to propose how marketers should address existing users toconsolidate their relationship and strengthen their interest. Recommendations will also bemade on how to approach potential users in order to arouse their attention and curiosity. Forthat purpose, a quantitative online customer survey, both existing customers and potentialcustomers, who belong to the main target group of German electric scooter sharing serviceswas conducted. The findings indicate that existing users and potential users can be approached similarly. Marketing departments can achieve the best business success when focussing their communication on beneficial value creation factors such as emotional, timesaving and functional values, where as environmental value should only be promoted in asubtle manner. Social influences and monetary savings do not have to be emphasisedexplicitly. Finally, the sacrificial factor of monetary costs should be limited by promotingtransparency.

Date of Award	11 Mar 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mariana Victorino (Supervisor)