Value Creation Along the Digital Audiobook Subscription Customer Journey: An Exploratory Study on the Audiobook Subscription Experience From a Consumer Perspective

Abstract

Digitalization has enabled new ways of reading books, leading to the emergence of audiobook subscription services. In Sweden, consumption of audiobook subscriptions has increased significantly during the past years where four main players offer similar value propositions and experiences for consumers. Competition is increasing, making it important to comprehend the expectations and preferences of consumers. However, research on the factors influencing value creation for consumers and the determinants of subscription retention and cancellation of audiobook services remains limited. Therefore, this study investigates what positively and negatively influences value creation for audiobook consumers in the Swedish market. Adopting a consumer perspective, this exploratory study employed qualitative semi-structured interviews with 10 Swedish audiobook subscribers. To understand what creates and destroys value in the digital audiobook context, an interpretive stance and social constructionist view were undertaken in this case study. The study follows an inductive approach where obtained data guided the analysis and findings.

The thematic analysis of the gathered data revealed several key findings. Prior to subscribing, consumers perceive value in the offering of a wide range of audiobooks, free trial periods, and clear communication of the value proposition by the service provider. During subscription, these factors continue to positively influence value creation, along with personalized experiences, customization options, and user-friendly functionalities. On the other hand, when these factors fail to meet expectations, they are affecting value negatively, potentially causing cancellations. Moreover, consumers expressed feeling no loyalty or personal connection to their audiobook service, and would only recommend audiobooks in general and not their specific provider. Furthermore, the study identified limited opportunities for value co-creation due to insufficient social interaction between users as well as with the company, and consumers expressed a desire for social elements on the audiobook platforms.

This study contributes with new understandings to the literature on audiobook consumption and customer journeys by providing empirical insights into the determinants of value creation for consumers of digital audiobook subscription services, encompassing both positive and negative influences.