Measuring Sharing Economy Satisfaction with Star Ratings: Overall Satisfaction versus Satisfaction with the Service Provider

Authors

  • Michael Frechette Sacred Heart University
  • Nikki Wingate Sacred Heart University

Keywords:

Collaborative consumption, sharing economy, satisfaction, star ratings, service failure

Abstract

Sharing economy business models have gained in significance in many market categories, yet research has only begun to illuminate how these firms differ from traditional business models. This study examines the post-consumption outcome of satisfaction, specifically after a service failure, by comparing a traditional business-to-consumer (B2C) hotel model to a peer-to-peer (P2P) business model, similar to Airbnb. We find interesting effects of the P2P business models of mitigating a service failure in two regards: 1) Satisfaction with the Service Provider did not significantly decrease in the P2P condition even when a service provider was seen as accountable for the service failure, unlike the B2C condition; and 2) the negative and significant indirect effect of locus of responsibility and control on Overall Satisfaction, as mediated by Satisfaction with the Service Provider, did not manifest in the P2P condition, as opposed to the B2C condition. The results show that the conventionally expected downward pressure of a service failure on satisfaction disappears within the P2P condition. This research contributes to the growing body of literature focusing on the P2P exchange mode, establishing a unique effect on post-consumption satisfaction. 

Author Biographies

Michael Frechette, Sacred Heart University

Michael Frechette is an Assistant Professor of Marketing at the Welch College of Business and Technology at Sacred Heart University in Fairfield, CT. Dr. Frechette earned a dual Ph.D. in International Business and Marketing from Saint Louis University. His research interests span two streams of work, first is the antecedents of self-reported happiness, and also collaborative consumption and sharing economy models. Before entering academia, Dr. Frechette lived and worked abroad for over ten years, most of that time in China. While in China, he received his MBA from Tsinghua University in Beijing, where he was the recipient of a Tsinghua University Outstanding Thesis award.  

Nikki Wingate, Sacred Heart University

Nikki Wingate received her doctorate in Marketing from Stern School of Business, New York University. She has taught at New York University, Rutgers Business School, Fairfield University, and the University of Bridgeport. Currently at Sacred Heart University, she focuses on the influence of negative affect on consumer behavior, in areas ranging from marketing entrepreneurship and higher education marketing to consumer complaint management and pharmaceutical advertising. Her work has been published in such journals as Marketing Letters, Psychology & Marketing, Journal of Marketing Theory and Practice, and International Journal of Pharmaceutical and Healthcare Marketing, as well as in conference proceedings of American Marketing Association, Association for Consumer Research, and Society for Consumer Psychology.

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2022-12-15