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Navigating the waves: understanding the drivers of adoption, retention, and cancellation of boating subscriptions among millennials and gen z
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| 2.03 MB | Adobe PDF |
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This study investigates the factors driving the adoption, retention, and cancellation of boating
Subscription Business Models (SBMs) among Millennials and Gen Z. Employing a positivist
approach, a quantitative study with 397 participants provided insights into the preferences of
these demographics. Three factors drive adoption: good value for price, convenience or easy
access, and flexibility. Retention hinges on vehicle quality, customer service, and access to
lower prices or membership-only perks. Dissatisfaction with vehicle variety, flexibility, and
convenience prompts cancellations. The findings contribute to academia and provide
recommendations for industry managers to tailor their SBMs, enhancing customer satisfaction
in the boating sector.
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Palavras-chave
Subscription business model Boating Adoption Retention CEMS MIM