What uncertainty? Further insight into why consumers might be distrustful of product service systems

Purpose - The purpose of this paper is to follow a paper by Rexfelt and Hiort af Ornas published in JMTM in 2009, which dealt with consumer acceptance of product service systems (PSS). This topic is important as it is a sustainable business model. It is proposed that the uncertainty consumers have towards the suitability of PSS to their needs can be further explored using existing management tools such as SERVQUAL, a tool to measure customer satisfaction and perceived quality. Design/methodology/approach - This study, supported by the British Academy, utilized qualitative research on two types of respondents: businesses that can be classified eco-efficient PSS providers; and consumers. The providers were administered structured in-depth interviews, and the respondents are Mr Chas Ball, Director of Policy at Car Plus, a trade association representing car clubs, and Mr Jonathan Hampson, Director of Streetcar, the largest car club company. Car clubs may be considered a type of eco-efficient PSS. Consumers were involved in four focus groups (20 participants in total). The questioning route used in the two focus groups focused the attention of the participants on two types of eco-efficient PSS provision: one represented by car-sharing services, such as the ones provided by City Car Club and Street Car, mentioned in section 2; the other was an hypothetical provision of a bundle of maternity equipment and services, such as baby prams, baby car seats, travel cots and similar. The inclusion of this "hypothetical" provision was inspired by a study conducted in Sweden by Mont et al. Findings - Consumers are favourable to PSS provisions in principle; however they have concerns on whether this type of provision will live up to their expectations. These concerns are that the PSS might not perform satisfactorily in terms of its assurance, reliability, responsiveness, empathy and tangible components. The attractive aspect of PSS to consumers is as a "bundle" or products and services where the product can be replaced to accommodate consumers' needs. Business managers and policy makers will need to devise communications to reassure consumers that PSS provision meets the requirements set out by the SERVQUAL scale. Originality/value - This paper identifies the applicability of a service quality measurement tool, SERVQUAL, to product service systems (PSS) and it extends the knowledge on consumers' acceptance of PSS.