An Analysis of the Value Creation and Value Capture Process of a Company Operating in the Sharing Economy : the Case of Uber

Abstract

This thesis examines customer satisfaction over services and features as a practical and functional expression of value creation for companies within the sharing economy and how those companies can capture that value. This thesis first discusses previous research and related articles in order to build an appropriate structure. The second part is a case study on Uber a ride-hailing company. The area of the study is istanbul Turkey’s largest city. For the sake of this study a survey was used to collect data on customer satisfaction over Uber’s services and features. The data was collected from both riders and drivers of Uber using a Likert scale questionnaire. Analysis of the data was performed using Statistical tools (SPSS) for data input and analysis. By this analysis the satisfaction level over Uber’s services and features was measured. Finally this thesis highlights the pricing strategies in which Uber and similar companies operating within the sharing economy can capture value in a global context.