University of Oulu

Majava, J. and Hyvärinen, K. (2022) ‘Crowdsourcing-based business model for online customer service: a case study’, Int. J. Value Chain Management, Vol. 13, No. 1, pp.33–46.

Crowdsourcing-based business model for online customer service : a case study

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Author: Majava, Jukka1; Hyvärinen, Kaisa2
Organizations: 1Industrial Engineering and Management, University of Oulu, P.O. Box 4610, FI-90014 Oulu, Finland
2Firstbeat Technologies Ltd., Life Science Center Keilaniemi, Keilaranta 16, 02150 Espoo, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.3 MB)
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Language: English
Published: Inderscience, 2022
Publish Date: 2022-10-27


Crowdsourcing has changed how people work and created new types of business models. Crowdsourcing can be utilised by outsourcing small organisational tasks that are usually performed in-house or building the whole business concept upon an unknown crowd. This paper presents how a literature based framework can be applied to develop an innovative crowdsourcing-based business model in online customer service. The relevant literature on crowdsourcing, business models, and customer services was reviewed. The business model of a start up firm was analysed in the empirical study. The key elements, challenges, and benefits of a crowdsourcing-based online customer service business were defined. The key challenges of the model include service quality, service availability, crowd motivation, client attraction, a balance between the crowd and client numbers, and platform-related challenges. The main advantages of the model include cost-effectiveness, an industry-specific crowd, service availability, competitive service quality, human touch, and a lower price point.

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Series: International journal of value chain management
ISSN: 1741-5357
ISSN-E: 1741-5365
ISSN-L: 1741-5357
Volume: 13
Issue: 1
Pages: 33 - 46
DOI: 10.1504/ijvcm.2022.122161
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
222 Other engineering and technologies
Copyright information: © 2022 Inderscience Enterprises Ltd.