Measuring Sharing Economy Satisfaction with Star Ratings: Overall Satisfaction versus Satisfaction with the Service Provider
Keywords:Collaborative consumption, sharing economy, satisfaction, star ratings, service failure
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.
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