TY - GEN
T1 - Zone of Optimal Distinctiveness
T2 - INFORMS International Conference on Service Science, ICSS 2018
AU - Bhappu, Anita
AU - Helm, Sabrina
N1 - Funding Information:
We thank anonymous reviewers and session participants at the 2018 Macro-marketing Conference for their constructive feedback on an earlier version of this paper.
Publisher Copyright:
© 2019, Springer Nature Switzerland AG.
PY - 2019
Y1 - 2019
N2 - In this paper, we conceptually explore how value co-creation in peer-to-peer lodging services is constrained by a fundamental tension between a provider’s personalization and psychological ownership of a shared accommodation and customers’ psychological ownership of it. Our conceptual framework contributes to theory development about the unique nature of service in the sharing economy. Drawing on literature about service-dominant logic, service interactions, the theory of extended self, the experience economy, psychological ownership, and strategic management, we contend that there is a zone of optimal distinctiveness wherein both a provider’s and a customer’s psychological ownership of shared accommodation, as well as the provider’s personalization of this asset, are optimized. It is beneficial for providers of peer-to-peer lodging services to stay within this zone of optimal distinctiveness when personalizing their leveraged assets in the sharing economy. Optimizing the psychological ownership of shared accommodation is desirable because it helps to satisfy the basic human needs of both a customer and a provider involved in a peer-to-peer lodging service, thereby increasing value co-creation in their service relationship. Also, a customer with high psychological ownership of shared accommodation will take better care of this asset, thereby reducing a provider’s risk for property damage.
AB - In this paper, we conceptually explore how value co-creation in peer-to-peer lodging services is constrained by a fundamental tension between a provider’s personalization and psychological ownership of a shared accommodation and customers’ psychological ownership of it. Our conceptual framework contributes to theory development about the unique nature of service in the sharing economy. Drawing on literature about service-dominant logic, service interactions, the theory of extended self, the experience economy, psychological ownership, and strategic management, we contend that there is a zone of optimal distinctiveness wherein both a provider’s and a customer’s psychological ownership of shared accommodation, as well as the provider’s personalization of this asset, are optimized. It is beneficial for providers of peer-to-peer lodging services to stay within this zone of optimal distinctiveness when personalizing their leveraged assets in the sharing economy. Optimizing the psychological ownership of shared accommodation is desirable because it helps to satisfy the basic human needs of both a customer and a provider involved in a peer-to-peer lodging service, thereby increasing value co-creation in their service relationship. Also, a customer with high psychological ownership of shared accommodation will take better care of this asset, thereby reducing a provider’s risk for property damage.
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U2 - 10.1007/978-3-030-04726-9_8
DO - 10.1007/978-3-030-04726-9_8
M3 - Conference contribution
AN - SCOPUS:85126197313
SN - 9783030047252
T3 - Springer Proceedings in Business and Economics
SP - 73
EP - 81
BT - Advances in Service Science - Proceedings of the 2018 INFORMS International Conference on Service Science
A2 - Yang, Hui
A2 - Qiu, Robin
PB - Springer Science and Business Media B.V.
Y2 - 3 November 2018 through 3 November 2018
ER -