Measuring Overall Customer Experience in a Hospitality Collaborative Consumption Context Evidence from Airbnb Users
Main Article Content
Keywords
customer experience, collaborative consumption, service quality, platform brand experience, sensory experience
Abstract
Measuring and managing customer experience is increasingly becoming a priority in the experience-laden hospitality context. With the growing desire of consumers for living more authentic experiences, the collaborative consumption (CC) model has gained significant popularity in this industry. However, to date, the underlying structure of customer experience in a hospitality CC context has not been uncovered and a generalizable quantitative measure is yet to be developed. To fill this gap, this research aims to develop and validate a scale for measuring customer experience in a hospitality CC context. Based on a sample collected from Airbnb customers, results yield a 17-item five-dimensional scale (Platform brand experience, Accommodation sensory experience, Social experience with the host, Platform responsive capacity, and Quality of interaction with the host). This work demonstrates that providing an excellent customer experience in a CC context stems from a customer-centred approach from all the involved parties. Theoretical and managerial implications are also presented, along with relevant research avenues.
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References
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Camilleri, J., & Neuhofer, B. (2017). Value co-creation and co-destruction in the Airbnb sharing economy. International Journal of Contemporary Hospitality Management, 29(9), 2322–2340. https://doi.org/10.1108/IJCHM-09-2016-0492
Chua, B.-L., Kim, H.-C., Lee, S., & Han, H. (2019). The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior. Journal of Travel & Tourism Marketing, 36(1), 29–42. https://doi.org/10.1080/10548408.2018.1488650
Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73. https://doi.org/10.2307/3150876
Diţoiu, M.-C., Stăncioiu, A.-F., Teodorescu, N., Onişor, L.-F., & Radu, A.-C. (2014). Sensory experience - between the tourist and the marketer. Theoretical and Applied Economics, 21(12), 37–50.
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Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50. https://doi.org/10.1177/002224378101800104
Forno, F., & Garibaldi, R. (2015). Sharing economy in travel and tourism: the case of home swapping in Italy. Journal of Quality Assurance in Hospitality and Tourism, 16(2), 202–220. https://doi.org/10.1080/1528008X.2015.1013409
Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6), 438–452. https://doi.org/10.1002/cb.29
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047–2059. https://doi.org/10.1002/asi.23552
Hoch, S. J. (2002). Product experience is seductive. Journal of Consumer Research, 29(3), 448–454. https://doi.org/10.1086/344422
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, 9, 132–40. https://doi.org/10.1086/208906
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity in the banking industry? Considering the roles of employee empathy, customer affective commitment, and customer satisfaction. Journal of Business Research, 96, 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043
Ikkala, T., & Lampinen, A. (2015). Monetizing network hospitality: hospitality and sociability in the context of Airbnb. 18th ACM conference on computer supported cooperative work and social computing, Vancouver, Canada, 1033–1044. https://doi.org/10.1145/2675133.2675274
Kerin, R. A., Jain, A., & Howard, D. J. (1992). Store shopping experience and consumer price quality–value perceptions. Journal of Retailing, 68(4), 376–97.
Kim, D., & Perdue, R. R. (2013). The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of Hospitality Management, 35, 246–257. https://doi.org/10.1016/j.ijhm.2013.05.012
Krishnaiah, P. R., & Sarkar, S. (1985). Multivariate analysis VI. North-Holland.
Lalicic, L., & Weismayer, C. (2018). A model of tourists' loyalty: the case of Airbnb. Journal of Hospitality and Tourism Technology, 9(1), 80–93. https://doi.org/10.1108/JHTT-02-2017-0020
Lugosi, P. (2008). Hospitality spaces, hospitable moments: consumer encounters and affective experiences in commercial settings. Journal of Foodservice, 19(2), 139–149. https://doi.org/10.1111/j.1745-4506.2008.00092.x
Lyu, J., Li, M., & Law, R. (2019). Experiencing p2p accommodations: anecdotes from Chinese customers. International Journal of Hospitality Management, 77, 323–332. https://doi.org/10.1016/j.ijhm.2018.07.012
Mardia, K. V. (1970). Measures of multivariate skewness and kurtosis with applications. Biometrika, 57(3), 519–530. https://doi.org/10.1093/biomet/57.3.519
Marimon, F., Llach, J., Alonso-Almeida, M., & Mas-Machuca, M. (2019). CC-Qual: A holistic scale to assess customer perceptions of service quality of collaborative consumption services. International Journal of Information Management, 49, 130-141. https://doi.org/10.1016/j.ijinfomgt.2019.03.009
Marimon, F., Mas-Machuca, M., & Llach, J. (2020). Making the long and adventurous journey from quality to loyalty. Total Quality Management & Business Excellence, 32(15-16), 1713-1731. https://doi.org/10.1080/14783363.2020.1770077
Möhlmann, M. (2015). Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193–207. https://doi.org/10.1002/cb.1512
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory, McGraw-Hill Professional, New York, NY.
Nysveen, H., Oklevik, O., & Pedersen, P. E. (2018). Brand satisfaction: exploring the role of innovativeness, green image and experience in the hotel sector. International Journal of Contemporary Hospitality Management, 30(9), 2908–2924. https://doi.org/10.1108/IJCHM-05-2017-0280
Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404–423. https://doi.org/10.1057/bm.2012.31
Otto, J. E., & Ritchie, J. (1996). The Service Experience in Tourism. Tourism Management, 17, 165–174. https://doi.org/10.1016/0261-5177(96)00003-9
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/S0148-2963(99)00084-3
Ribeiro, M. A., & Prayag, G. (2019). Perceived quality and service experience: mediating effects of positive and negative emotions. Journal of Hospitality Marketing & Management, 28(3), 285–305. https://doi.org/10.1080/19368623.2018.1517071
Rossiter, J. R. (2011). Marketing measurement revolution: The C‐OAR‐SE method and why it must replace psychometrics. European Journal of Marketing, 45(11/12), 1561–1588. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216
Satorra, A., & Bentler, P. M. (2001). A scaled difference chi-square test statistic for moment structure analysis. Psychometrika, 66(4), 507–514. https://doi.org/10.1007/BF02296192
Schlosser, A. E., Mick, D. G., & Deighton, J. (2003). Experiencing products in the virtual world: the role of goal and imagery in influencing attitudes versus purchase intentions. Journal of Consumer Research, 30(2), 184–198. https://doi.org/10.1086/376807
Smith, B., Rippe, C. B., & Dubinsky, A. J. (2018). India’s lonely and isolated consumers shopping for an in-store social experience. Marketing Intelligence and Planning, 36(7). https://doi.org/10.1108/MIP-12-2017-0338
Tussyadiah, I. P. (2016). Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, 55, 70–80. https://doi.org/10.1016/j.ijhm.2016.03.005
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 8(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001
Walter, U., Edvardsson, B., & Öström, Å. (2010). Drivers of customers’ service experiences: A study in the restaurant industry. Managing Service Quality: An International Journal, 20(3), 236–258. https://doi:10.1108/09604521011041961
Xu, J., & Chan, A. (2010). Service experience and package tours. Asia Pacific Journal of Tourism Research, 15(2), 177–194. https://doi.org/10.1080/10941661003629987
Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Brand Management, 17(7), 532–540. https://doi.org/10.1057/bm.2010.4
Benoit, S., Baker, T. L., Bolton, R. N., Gruber, T., & Kandampully, J. (2017). A triadic framework for collaborative consumption (CC): motives, activities and resources and capabilities of actors. Journal of Business Research, 79, 219–227. https://doi.org/10.1016/j.jbusres.2017.05.004
Bentler, P. M. (1995). EQS structural equations program manual (Vol. 6). Encino, CA: Multivariate software.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205
Blust, J. (2019). Why Airbnb hired a Pixar illustrator to help shape their brand. Better Marketing. https://medium.com/better-marketing/why-airbnb-hired-a-pixar-illustrator-tohelp-shape-their-brand-72ed80be543b. Accessed 16 September 2021.
Botsman, R., & Rogers, R. (2011). Whatʼs mine is yours. Collins, New York, NY.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52–68. https://doi.org/10.1509/jmkg.73.3.052
Camilleri, J., & Neuhofer, B. (2017). Value co-creation and co-destruction in the Airbnb sharing economy. International Journal of Contemporary Hospitality Management, 29(9), 2322–2340. https://doi.org/10.1108/IJCHM-09-2016-0492
Chua, B.-L., Kim, H.-C., Lee, S., & Han, H. (2019). The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior. Journal of Travel & Tourism Marketing, 36(1), 29–42. https://doi.org/10.1080/10548408.2018.1488650
Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73. https://doi.org/10.2307/3150876
Diţoiu, M.-C., Stăncioiu, A.-F., Teodorescu, N., Onişor, L.-F., & Radu, A.-C. (2014). Sensory experience - between the tourist and the marketer. Theoretical and Applied Economics, 21(12), 37–50.
Ert, E., Fleischer, A., & Magen, N. (2016). Trust and reputation in the sharing economy: the role of personal photos in Airbnb. Tourism Management, 55, 62–73. https://doi.org/10.1016/j.tourman.2016.01.013
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50. https://doi.org/10.1177/002224378101800104
Forno, F., & Garibaldi, R. (2015). Sharing economy in travel and tourism: the case of home swapping in Italy. Journal of Quality Assurance in Hospitality and Tourism, 16(2), 202–220. https://doi.org/10.1080/1528008X.2015.1013409
Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6), 438–452. https://doi.org/10.1002/cb.29
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047–2059. https://doi.org/10.1002/asi.23552
Hoch, S. J. (2002). Product experience is seductive. Journal of Consumer Research, 29(3), 448–454. https://doi.org/10.1086/344422
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, 9, 132–40. https://doi.org/10.1086/208906
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity in the banking industry? Considering the roles of employee empathy, customer affective commitment, and customer satisfaction. Journal of Business Research, 96, 343–354. https://doi.org/10.1016/j.jbusres.2018.05.043
Ikkala, T., & Lampinen, A. (2015). Monetizing network hospitality: hospitality and sociability in the context of Airbnb. 18th ACM conference on computer supported cooperative work and social computing, Vancouver, Canada, 1033–1044. https://doi.org/10.1145/2675133.2675274
Kerin, R. A., Jain, A., & Howard, D. J. (1992). Store shopping experience and consumer price quality–value perceptions. Journal of Retailing, 68(4), 376–97.
Kim, D., & Perdue, R. R. (2013). The effects of cognitive, affective, and sensory attributes on hotel choice. International Journal of Hospitality Management, 35, 246–257. https://doi.org/10.1016/j.ijhm.2013.05.012
Krishnaiah, P. R., & Sarkar, S. (1985). Multivariate analysis VI. North-Holland.
Lalicic, L., & Weismayer, C. (2018). A model of tourists' loyalty: the case of Airbnb. Journal of Hospitality and Tourism Technology, 9(1), 80–93. https://doi.org/10.1108/JHTT-02-2017-0020
Lugosi, P. (2008). Hospitality spaces, hospitable moments: consumer encounters and affective experiences in commercial settings. Journal of Foodservice, 19(2), 139–149. https://doi.org/10.1111/j.1745-4506.2008.00092.x
Lyu, J., Li, M., & Law, R. (2019). Experiencing p2p accommodations: anecdotes from Chinese customers. International Journal of Hospitality Management, 77, 323–332. https://doi.org/10.1016/j.ijhm.2018.07.012
Mardia, K. V. (1970). Measures of multivariate skewness and kurtosis with applications. Biometrika, 57(3), 519–530. https://doi.org/10.1093/biomet/57.3.519
Marimon, F., Llach, J., Alonso-Almeida, M., & Mas-Machuca, M. (2019). CC-Qual: A holistic scale to assess customer perceptions of service quality of collaborative consumption services. International Journal of Information Management, 49, 130-141. https://doi.org/10.1016/j.ijinfomgt.2019.03.009
Marimon, F., Mas-Machuca, M., & Llach, J. (2020). Making the long and adventurous journey from quality to loyalty. Total Quality Management & Business Excellence, 32(15-16), 1713-1731. https://doi.org/10.1080/14783363.2020.1770077
Möhlmann, M. (2015). Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193–207. https://doi.org/10.1002/cb.1512
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory, McGraw-Hill Professional, New York, NY.
Nysveen, H., Oklevik, O., & Pedersen, P. E. (2018). Brand satisfaction: exploring the role of innovativeness, green image and experience in the hotel sector. International Journal of Contemporary Hospitality Management, 30(9), 2908–2924. https://doi.org/10.1108/IJCHM-05-2017-0280
Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404–423. https://doi.org/10.1057/bm.2012.31
Otto, J. E., & Ritchie, J. (1996). The Service Experience in Tourism. Tourism Management, 17, 165–174. https://doi.org/10.1016/0261-5177(96)00003-9
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/S0148-2963(99)00084-3
Ribeiro, M. A., & Prayag, G. (2019). Perceived quality and service experience: mediating effects of positive and negative emotions. Journal of Hospitality Marketing & Management, 28(3), 285–305. https://doi.org/10.1080/19368623.2018.1517071
Rossiter, J. R. (2011). Marketing measurement revolution: The C‐OAR‐SE method and why it must replace psychometrics. European Journal of Marketing, 45(11/12), 1561–1588. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216
Satorra, A., & Bentler, P. M. (2001). A scaled difference chi-square test statistic for moment structure analysis. Psychometrika, 66(4), 507–514. https://doi.org/10.1007/BF02296192
Schlosser, A. E., Mick, D. G., & Deighton, J. (2003). Experiencing products in the virtual world: the role of goal and imagery in influencing attitudes versus purchase intentions. Journal of Consumer Research, 30(2), 184–198. https://doi.org/10.1086/376807
Smith, B., Rippe, C. B., & Dubinsky, A. J. (2018). India’s lonely and isolated consumers shopping for an in-store social experience. Marketing Intelligence and Planning, 36(7). https://doi.org/10.1108/MIP-12-2017-0338
Tussyadiah, I. P. (2016). Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, 55, 70–80. https://doi.org/10.1016/j.ijhm.2016.03.005
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 8(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001
Walter, U., Edvardsson, B., & Öström, Å. (2010). Drivers of customers’ service experiences: A study in the restaurant industry. Managing Service Quality: An International Journal, 20(3), 236–258. https://doi:10.1108/09604521011041961
Xu, J., & Chan, A. (2010). Service experience and package tours. Asia Pacific Journal of Tourism Research, 15(2), 177–194. https://doi.org/10.1080/10941661003629987
Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Brand Management, 17(7), 532–540. https://doi.org/10.1057/bm.2010.4
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Jun 10, 2022
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Mas Machuca, M. ., Cheikhrouhou, S., Bélisle, D., & Marimon, F. (2022). Measuring Overall Customer Experience in a Hospitality Collaborative Consumption Context: Evidence from Airbnb Users. Journal of Telecommunications and the Digital Economy, 10(2), 126–146. https://doi.org/10.18080/jtde.v10n2.504
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Special Issue: Digital Technologies and Innovation
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