Digital platforms: customer satisfaction, eWOM and the moderating role of perceived technological innovativeness

Purpose The paper aims to investigate how customer satisfaction can be achieved in the context of digital platform services, its influence on electronic word of mouth (eWOM) and how such relationships can be moderated by perceived technological innovativeness (PTI). Design/methodology/approach The research framework was developed and empirically tested using an online survey and analysed using structural equation modelling (SEM). Data were gathered from 501 Uber customers in London, UK. Findings The study recognises and confirms that trust and cost saving enhanced customer satisfaction in Uber mobility services, which has a positive impact on eWOM. There are other findings regarding users who share rides vs those who do not share. Furthermore, it has been found that PTI moderates the relationship between customer satisfaction and eWOM. Originality/value The research draws on collaborative consumption literature and contributes to the antecedents of customer satisfaction in digital economy literature: trust, environmental impact, cost saving and utility. The study offers an empirical validation of the role of PTI in enhancing eWOM. The paper breaks new ground for a better understanding of how PTI can moderate the influence of customer satisfaction and eWOM in digital platforms.

Automated summary

This study investigates the impact of customer satisfaction on electronic word of mouth in the context of digital platform services, with perceived technological innovativeness playing a moderating role. Findings suggest that trust and cost saving enhance customer satisfaction in Uber mobility services, leading to positive eWOM effects. The research contributes to the understanding of how PTI can moderate the relationship between customer satisfaction and eWOM in digital platforms.