Users’ Satisfaction and Loyalty in Hotel and Airbnb Hosting Services

Abstract

Peer-to-peer markets, collectively known as the sharing economy, have emerged as alternative providers of services historically delivered by hotel chains. In this context, the aim of this article is to analyze the factors affecting the loyalty and satisfaction of Airbnb and hotels users. Data collection was carried out by means of a descriptive survey. The sample consisted of 645 respondents, answering by accessibility and convenience. Multiple regression analysis was used for data treatment and analysis. As a result, the research showed that loyalty was dependent on the dimensions of installations, reliability, and value in the hotel chain, and on the value dimension for Airbnb. Customer satisfaction is influenced by dimensions of service, installations, reliability, and value in the hotel chains, and for the dimensions of installations and value on Airbnb. It was also found that 66.5% of the respondents, even with the advent of the sharing economy, opted to use the hotel chains as a means of lodging.