Direct and indirect customer orientation in multi-sided platforms: a stakeholder perspective

What is it about?

Most “customer orientation” advice treats it as a single-firm task; using Airbnb materials and 23 host/guest interviews, we show it’s distributed across the platform, hosts, and guests. We distinguish Direct CO (customer-facing behaviors by stakeholders) and Indirect CO (the platform’s capability to enable and orchestrate those behaviors), which jointly shape experience and tensions—offering managers governance/feedback levers and giving researchers measurable constructs to test.

Featured Image

Photo by Paige Cody on Unsplash

Photo by Paige Cody on Unsplash