Unlocking Customer Satisfaction: The Moderating Role of Car Brand Category in Car Subscription Models

Abstract

Our master thesis examines the relationship between perceived convenience and customer satisfaction in the context of car subscription, exploring the potential mediating role of perceived risk and flexibility, and the moderating role of car brand category. Our proposed research question is: «How does the perceived convenience of car subscription services influence perceived customer satisfaction, considering the moderating role of car brand categories and the indirect effects of perceived risk and flexibility?”

The literature review supports the chosen research methods and analysis used in this research. Based on previous research, our developed conceptual model illustrates the examined relations between the included variables in this research. With purpose of answering our research question, we used a between-subjects design with randomization in the questionnaire and developed ten hypotheses to explore both relationship between variables and testing for potential mediating and moderating effect. Furthermore, to analyze the collected data and examine the relationship between the included variables in the conceptual model, we considered it appropriate to perform regression analysis, correlation analysis and Process Macro mediation and moderation analysis. The findings from this research suggest that perceived convenience has a significant influence on perceived risk, flexibility and customer satisfaction. Additionally, the results indicate that risks play an indirect and mediating role in the relationship between perceived convenience and customer satisfaction, highlighting the important role of risk in this dynamic. Moreover, the study revealed a noteworthy moderating influence of car brand category in the relationship between perceived convenience and flexibility.

In conclusion, we reflect on the analysis results and discuss the theoretical and managerial implications, considering what a value proposition for car subscription in general should be focused on.