Ashish Jagdish Sharma, Bhawana Rathore
While automotive digitalization is well documented, the transition from physical ownership to performance-based subscriptions creates specific cognitive and emotional friction for fleet operators. Tyre-as-a-service (TaaS) has emerged as a prominent model that promises to enhance customer satisfaction and operational efficiency. This study investigates post-adoptive customer satisfaction with TaaS, addressing the gap in the existing research that predominantly focuses on technological and operational aspects. By adopting a comprehensive approach, this research applies a post-adoption lens to contextualize the expectation–confirmation model within automotive servitization. The main goal is to explore customers’ perceptions of TaaS benefits and challenges, the factors influencing their satisfaction, and the impact of TaaS on the overall customer experience in the automotive sector. Utilizing a mixed-methods methodology, this study collected quantitative data from a TaaS provider and its customers, complemented by qualitative data from in-depth interviews with service providers and consumers. This research aims to provide valuable insights for stakeholders on the critical factors affecting customer satisfaction and the overall impact of TaaS on the automotive customer experience. The findings contribute to the understanding of post-adoptive customer satisfaction with connected technologies in the automotive industry, extending beyond basic understanding by considering users’ emotions and experiences after choosing TaaS.