Individual Drivers and Outcomes of Envisioned Value in Use of Customer Solutions: An Empirical Study in the Electric Mobility Context

Abstract

Customer solutions are a promising opportunity to gain competitive advantages − also in B2C markets and with the proviso that they offer customers a high value in use. However, little is known about the value that B2C customer solutions provide customers during the usage process, its drivers and its outcomes. This study’s aim is to bridge the research gap by identifying and empirically validating the individual drivers and outcomes of envisioned value in use (EVIU) of customer solutions in the electric mobility context (e-mobility solutions). Based on a literature review as well as on a qualitative and a quantitative (n = 441) study, knowledge uncertainty, multimodal usage behaviour and environmental awareness are identified as the relevant drivers of the benefits and costs of EVIU. In addition, EVIU is a strong predictor of customers’ intention to use a customer solution and pay a price premium.