Convenient Consumption in a Platform Economy: A Qualitative Study on Service Convenience and Community Platforms

Sammanfattning: Thesis purpose: This study aims to explore how community platforms for services can be integrated and used in the customer journey in order to enhance consumers’ perception of convenience. Methodology: Due to the study’s explorative nature, the study utilised a qualitative method conducted in the context of the Swedish furniture retailer IKEA. Theoretical perspective: The thesis was based on prior research covering platforms, customer journeys, and service convenience. Empirical data: The empirical collection took departure in semi-structured interviews with customers and a representative from IKEA, knowledgeable in the customer experience on the Swedish market. The findings were then followed up and further explored through focus groups. Conclusion: Findings from the study revealed consumers to perceive inconvenience when their need of independence or control had been violated. Through collaboration with community platforms, IKEA can offer customers greater flexibility in home deliveries and thus allowing the customers to gain increased control. Throughout the research, concern for the environment was expressed and positive attitudes towards a community service for recycling of broken furniture were also made evident.