A meta-narrative of consumer journeys in access-based consumption: a case of fashion rentals

Purpose This study aims to identify a meta-narrative that depicts a big picture of the consumer journey with access-based consumption (ABC). Specifically, this research reveals the points of engagement and disengagement with ABC, as well as the transitions between them. Design/methodology/approach A qualitative research methodology is applied wherein online reviews and blogs pertaining to Rent the Runway (RTR), an access-based fashion company that enables consumers to rent designer dresses and accessories, are analyzed. Specifically, individual textual narratives of users’ experiences with RTR are analyzed, and a meta-narrative is identified that depicts an overarching story of the consumer ABC journey. Findings A dominant meta-narrative is unearthed that not only captures the points of engagement (initiation, experimentation, alternation, devotion) and disengagement (rejection, renunciation, recantation, reversion) with ABC, but also represents the moments of transition between engagement and disengagement points. Practical implications This research would enable marketers in the ABC domain to identify consumer challenges at different points of their journey and devise corrective acquisition and retention strategies. The paths of transition between OBC and ABC could provide guidance for marketing managers to align their strategies (e.g. service recovery, advertising and resource management) with the engagement and disengagement points in the consumer journey. Originality/value This research extends previous work on ownership-based consumption and ABC by providing a nuanced understanding of not only the ideal journey where engagement is maintained, but also those moments of disengagement where consumers break off from ABC.