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Ubérisation des services : les clients sont-ils toujours gagnants ?

Author

Listed:
  • Catherine Viot

    (SAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon)

Abstract

Uberization, defined as "the rethinking of the business model of a company or a business sector by the entry of a new actor proposing the same services at lesser prices" (Le Petit Larousse, 2018), extends to more and more varied services. Is this phenomenon of uberization always in favor of consumers? A reflection according to three axes brings a balanced answer to this question. The first axis underlines the difficulty in measuring the quality of "uberized" services and notices a generalization of uberization. But the access to this kind of offer is confined to the consumers connected to the Internet. The second axis questions the disruptive nature of uberization in terms of innovation, while recognizing an improvement of the customer experience. Finally, the third axis shows that the consumer is relatively winning in terms of appropriation of value, compared with the producer of the service. Nevertheless, the big winners, in this business model, are platforms.

Suggested Citation

  • Catherine Viot, 2018. "Ubérisation des services : les clients sont-ils toujours gagnants ?," Post-Print hal-01803877, HAL.
    • Handle: RePEc:hal:journl:hal-01803877
    Note: View the original document on HAL open archive server: https://hal.science/hal-01803877
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    File URL: https://hal.science/hal-01803877/document
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    References listed on IDEAS

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    1. Kahneman, Daniel & Knetsch, Jack L & Thaler, Richard H, 1986. "Fairness and the Assumptions of Economics," The Journal of Business, University of Chicago Press, vol. 59(4), pages 285-300, October.
    2. McAlister, Leigh & Pessemier, Edgar, 1982. "Variety Seeking Behavior: An Interdisciplinary Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 311-322, December.
    3. Rafael Ramírez, 1999. "Value co‐production: intellectual origins and implications for practice and research," Strategic Management Journal, Wiley Blackwell, vol. 20(1), pages 49-65, January.
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    Cited by:

    1. Bootz, Jean-Philippe & Michel, Sophie & Pallud, Jessie & Monti, Régine, 2022. "Possible changes of Industry 4.0 in 2030 in the face of uberization: Results of a participatory and systemic foresight study," Technological Forecasting and Social Change, Elsevier, vol. 184(C).

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    More about this item

    Keywords

    uberization; Service marketing; Value creation and capture; Business model; Valeur Ajoutée création/partage; Ubérisation; Marketing des services; Innovation; Modèle d'affaires; Plateforme numérique;
    All these keywords.

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