Key Factors of Satisfaction with Airbnb Services

Abstract

The objective of this undergraduate dissertation is to present factors that influence customer satisfaction and repurchase intention of Airbnb users and determine their importance.

Airbnb is a digital sharing economy platform founded in 2008. As such, the number of research papers regarding customers' perception of the company is low. Identifying factors influencing customer satisfaction and repurchase intention will be beneficial for both Airbnb as a company and individual hosts.

A quantitative research method was used to obtain data. An online self-administered survey was taken by 152 respondents who have used Airbnb at least once.

The research has shown that the majority of Airbnb users are young people who are satisfied with the provided services and plan to use Airbnb again.

The main factors influencing customer satisfaction are Financial benefits, Quality, and Collaborative consumption. As such, it is possible to determine that customers use Airbnb mainly for its practical attributes rather than Social interaction, Sustainability or Authenticity. A significant relationship between the factors and repurchase intention was not found. The impact of customer satisfaction on repurchase intention was not confirmed.

This dissertation is supported by theories of sharing economy, collaborative consumption, customer satisfaction and previous studies regarding Airbnb and customer behaviour.