“Happily Ever After”

This last chapter is focused on the final part of the consumer journey, when consumers form their perception of SE after having used it. In this phase, consumers go through different layers of consideration as they compare their previous expectations with the experienced service to assess its quality, arrive at a level of (dis-)satisfaction, and, as a result, decide whether to return to that SE service. The chapter deals with these decisions, as well as the consequences of satisfaction, such as recommendation or switching intentions. The chapter also includes remarks on the regime shift that may occur because of SE, when consumers go beyond repurchase and loyalty and decide to substitute their traditionally owned assets with shared options.