Sustainability, Hedonic, Utilitarian, and Social Benefits of Car Sharing: Evidence from Tanzania

Purpose – Despite a boom in consumer services sharing globally, a thorough understanding of the antecedents to customer satisfaction in emerging markets is yet to be achieved. This study tested the influence of sustainability, hedonic, utilitarian, and social benefits on satisfaction derived from and behavioral intention with regard to car-sharing services in Tanzania. Design/Methodology/Approach – A total of 614 cases was subjected to variance-based structural equation modeling based on self-administered structured questionnaires to test hypothesized relationships. A combination of FIMIX-PLS and POS-PLS was used to identify unobserved heterogeneity in the sample. Findings and implications – Hedonic, sustainability, and utilitarian benefits were found to have a statistically significant effect on satisfaction and behavioral intention of