Exploring the role of the service provider in sharing economy services

Abstract

Purpose

This paper aims to investigate the role of the service provider in determining customer satisfaction in sharing economy services. The authors sought to examine how the intrinsic and extrinsic cues along with their interactions influence customer satisfaction.

Design/methodology/approach

This research uses a mixed-methods design to test the hypotheses. Study 1 uses secondary data from Inside Airbnb. Study 2 uses a 2 × 2 × 2 between-subject experimental design.

Findings

Both studies support the confirmation bias perspective over the expectancy-confirmation perspective in explaining the interplay among different cues in determining customer satisfaction. In the context of Airbnb, in the absence of a Superhost badge, if hosts adopt a reactive communication style, physical presence has a greater impact on customer satisfaction compared to virtual presence.

Originality/value

This study extends the services marketing literature and cue utilization theory by investigating the dynamic interactions among multiple intrinsic and extrinsic service cues. It shed new light on how a combination of these cues may become additive or redundant in determining customer satisfaction. This study contributes to the services marketing literature by addressing the interactive nature of sharing economy services and the neglected role of service providers.

Citation

Zal, S., Guo, L., Tang, C. and Zhang, J. (2024), "Exploring the role of the service provider in sharing economy services", Journal of Services Marketing, Vol. 38 No. 6, pp. 746-760. https://doi.org/10.1108/JSM-05-2023-0171