Determinants of satisfaction and the intention to reuse Airbnb services

Cheah, Wen Lih (2019) Determinants of satisfaction and the intention to reuse Airbnb services. Master dissertation/thesis, UTAR.

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Abstract

In today’s world, everything is digital. The sharing economy, facilitated by technology and social media, has grown rapidly around the globe. And the fast paced of technology has transformed traditional lodging business to network base lodging business. Therefore, the traditional lodging industry should be aware that the challenge with e-commerce firms is not quite the same from usual rivalries in the industry, which mainly follows the disruptive technology rules, instead follows the traditional business practices. Based on the integrated the theory of planned behaviour (TPB) and expectancy and disconfirmation theory, two main objectives have been formulated. There are (1) to examine the determinants of customer satisfaction associated with the use of Airbnb services, and (2) to investigate the predictors of repurchase intentions of Airbnb services. The determinants are community belonging, cost savings, environmental impact, familiarity, internet & smartphone capability, service quality, trend affinity, trust, utility, and perceived risk. About 181 respondents aged 21 years or above, resided in Malaysia, and had booked and stayed in Airbnb accommodation at least once were surveyed. As evident from many studies, there has been a swift increase in consumers’ preferences towards sharing economy of accommodation in recent years. And this study revealed that few factors such as familiarity, service quality, trust, and utility show a positive relationship with satisfaction. However, the results also indicated that factors such as familiarity, trend, utility, satisfaction, as well as perceived risk show a positive relationship with intention to reuse, except perceived risk, which shows a significant negative association with intention to reuse. Lastly, the researcher suggested few proposals for future studies to expand its generalizability to a broader market and scope.

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