Fluidity and the customer experience in digital platform ecosystems |
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| Affiliation: | 1. IIM Kozhikode, Kerala 673570, India;2. National Institute of Industrial Engineering (NITIE), Vihar Lake Road, Mumbai 400087, India;3. Department of Management, University of Bologna, Bologna 40126, Italy;4. Department of Humanities and Social Sciences, Jaypee Institute of Information Technology, Noida 201309, India;5. NUS Business School, National University of Singapore, 119245, Singapore;1. Department of Marketing, International Business and Strategy, Goodman School of Business, Brock University, 1812 Sir Isaac Brock Way, St. Catharines, ON L2S3A1, Canada;2. Department of Business Administration, National Dong Hwa University, No. 1, Section 2, Da Hsueh Rd., Shoufeng, Hualien 97401, Taiwan, ROC;3. Ivey Business School, Western University, 1255 Western Rd., London, Ontario N6G 0N1, Canada;1. Audencia Business School, Department of Information Systems and Supply Chain Management, 8 route de la Jonelière, 44300 Nantes, France;2. Kedge Business School, Department of Finance, Accounting and Economics, 680 cours de la Libération, 33405 Talence, France;3. ESSCA School of Management, Department of Operations Management and Decision Science, 55 quai Alphonse Le Gallo, 92513 Boulogne-Billancourt, France;1. Faculty of Management and Business, Tampere University, FB308 Festia Building, Korkeakoulunkatu 7, 33720, Tampere, Finland;2. Faculty of Management and Business, Tampere University, Tampere, Finland;1. School of Management, University of Science and Technology of China, #96 JinZhai Road, Baohe District, Hefei, Anhui 230026, PR China;2. School of Management, International Institute of Finance, University of Science and Technology of China, #96 JinZhai Road, Baohe District, Hefei, Anhui 230026, PR China;3. School of Economics, Hefei University of Technology, #485 Danxia Road, Hefei, Anhui 230601, PR China;1. Department of Management, Information Systems, and Quantitative Methods, University of Alabama at Birmingham, 710 13th St S., Birmingham, AL 35233, USA;2. Department of Management Information Systems, Fox School of Business, Temple University, Philadelphia, PA 19122, USA |
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| Abstract: | Fluidity is the ability of a digital platform ecosystem to change form to align with changing consumer preferences and stay relevant in the marketplace. This study advances that three dimensions and their five sub-dimensions determine the fluidity of a digital platform ecosystem. They are the (1) functional dimension with its two subdimensions of platform openness and platform quality (i.e., user-friendliness and quality of service offerings); (2) the mechanical dimension which consists mainly of platform design; and (3) the humanistic dimension with the sub-dimensions of network effects and network interactivity. This study advances that firms can manage these dimensions to improve the fluidity of their platforms. Furthermore, we propose that improved fluidity enhances the customer experience and increases switching costs. |
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| Keywords: | Platform Ecosystem Digital Fluidity Customer experience |
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