Unveiling the drivers of remote employees’ intentions to use home as a service consumption hub: a configurational approach

Purpose
The purpose of this study is to investigate the factors influencing consumers’ attitudes and intentions toward in-home service consumption in the context of post-pandemic remote work. Drawing on the Push–Pull–Mooring framework, the authors bridge the services marketing literature with human resource and organizational behavior perspectives by adopting a configurational approach.

Design/methodology/approach
A survey of 245 UK-based remote workers was conducted. Data were analyzed using fuzzy-set qualitative comparative analysis to identify multiple equifinal configurations of work-from-home psychological effects, individual motivations and home quality perceptions that drive in-home service consumption.

Findings
Multiple alternative sufficient configurations reveal distinct combinations of hedonic, functional and convenience motivations, home quality, boundary control and psychological work-related factors, underscoring configurational trade-offs and substitution effects in shaping consumer attitudes and intention behavior. The findings of this study confirm complex interactions that extend beyond conventional linear, net-effects models.

Practical implications
This study highlights the growing importance of home as a consumption hub amid increased remote work. This paper offers insights for service providers to segment remote workers and tailor their service design, communications and offerings accordingly. Policymakers and marketers can better support well-being and sustainable consumption by addressing boundary management and loneliness.

Originality/value
This research extends the Push–Pull–Mooring framework to a residential, non-commercial consumption setting and integrates the psychological consequences of remote work with in-home service consumption using fuzzy-set qualitative comparative analysis’ configurational approach.