Unraveling the diverse nature of service quality in a sharing economy: A social exchange theory perspective of Airbnb accommodation

Abstract

Purpose - This study investigates customers’ perceptions of the service quality facets of Airbnb accommodation using social exchange theory as a suitable conceptual framework to explain aspects of interactivity between guests and hosts. \n \nDesign/methodology/approach - A self-administered questionnaire consisting of 25 accommodation- specific service quality attributes, structured according to Akbaba’s (2006) measurement scale and based on the service quality hierarchical conceptualization described by Brady and Cronin (2001) and Cronin and Taylor (1992), was distributed to Airbnb international guests visiting Phuket, Thailand. The sample was chosen through a two-stage sampling process and the PLS-SEM technique was used for data analysis. \nFindings- The results showed that convenience and assurance are critical contributors to the measurement of service quality in remote Airbnb lodgings. The findings further revealed that Airbnb guests are mainly interested in lodgings which have access to certain tourist sights, and in easily accessible information and efficient resolution of problems during their stay. We also found that guests greatly value the convenience and flexibility offered by Airbnb, and that they particularly appreciate the warm hospitality provided by the hosts. Finally, Airbnb guests have very low expectations of the amenities and services available at the lodgings. \n \nResearch limitations/implications - Airbnb is one of the most well-known examples of hospi…