Transformative sharing services at the base of the pyramid segment

This research aims to explore the phenomena of transformative sharing services (TSS) at the base of the pyramid segment (BoP). To attain this, a model was developed which examined the process of involvement in TSS engendering the flourishing (well-being) of service providers in the BoP segment. Grounded in the review of literature, in a single model, this study empirically investigates: (1) the effect of trust in TSS on the flourishing of service providers; (2) the effect of trust in TSS on the flourishing of service providers through attitude towards TSS and job satisfaction in succession; and (3) the effect of Big Five personality traits on the flourishing of service providers. As a consequence, adopting a pragmatic philosophical underpinning, a sequential mixed methods approach was employed. Owing to the paucity of research within the context of transformative services in the BoP segment, an initial exploratory qualitative element, consisting of 20 in-depth interviews, was conducted in order to refine the proposed theoretical framework of the study. Later followed by a quantitative research phase consisting of electronic survey research, a total of 272 questionnaires, approached via convenience and snowball sampling, were processed for analysis.