| Abstract [eng] |
Relevance and problem of the topic. Sharing economy is a fairly new type of economy, but it is growing very fast and has a lot of potentials to grow in the future. Sharing economy could be described as a sharing of products and services via online platforms, involving three parties, which are included in the sales process: suppliers, service enablers, and customers, to reuse and share resources that are not currently used by the individual. Customers are becoming more involved in a sharing economy due to various incentives such as ecology and sustainability, cost savings. In sharing economy, same as in a traditional economy, it is not enough that consumers are interested in it or participate in it. It is very important to connect with consumers, find out what factors drive their satisfaction. Customers' satisfaction is the main aspiration for every company because if a customer is satisfied, he or she can recommend the company to others or return to buy again. According to research, consumer satisfaction can be determined by various factors, such as trust, quality of service, utility, cost savings, ease of use, information, communication. Some of the factors determine satisfaction in a traditional economy, others in sharing economy, also there are factors, which can be found in both economies. The lack of consensus among authors on the determinants of satisfaction and the differences between the sharing economy and the traditional economy highlights a problem that needs to be explored: what factors encourage consumer satisfaction in the sharing economy? Object. Factors that determine consumer satisfaction in a sharing economy. Purpose. To identify the factors that determine consumer satisfaction in the sharing economy in theoretical and empirical ways. To achieve this goal, it is necessary to follow these tasks: 1. substantiate the relevance and issues of research of the factors, which affects customers' satisfaction in a sharing economy; 2. theoretically substantiate the determinants of consumer satisfaction and their importance in the sharing economy and develop a conceptual model; 3. develop a methodology for research on the determinants of consumer satisfaction in the sharing economy; 4. after empirical study, analyze and find out how various factors determine consumer satisfaction in the context of the sharing economy, in the accommodation services sector; 5. make recommendations to researchers and businesses in the field of sharing economy accommodation that could help to increase consumer satisfaction. Main results of the project. Theoretical analysis has shown that satisfaction in the sharing economy can be influenced by the following factors: economic factors, ecology, and sustainability, quality of service, ease of use, sharing platform, and trust that will be directly affected by information, communication, reputation, and popularity. An empirical study was done to confirm the conclusions of the theoretical analysis. 281 respondents’ responses were collected during the empirical study. All of these respondents had already used the sharing economy platform Airbnb and were able to share their experiences. Correlation analysis showed that economic factors, service quality, and trust were moderately correlated with satisfaction, ecology and sustainability, time and resource savings, customer satisfaction, attractiveness, and ease of use of the sharing platform were weakly correlated with satisfaction. Satisfaction has a strong relationship (high correlation) with further user intentions. Regression analysis showed that service quality, trust (influenced by information, reputation, and popularity), and economic factors have a statistically significant effect on consumer satisfaction. Factors that have a smaller effect on satisfaction are time and resource savings, attractiveness, and ease of use of the sharing platform. Consumer satisfaction further determines consumer intentions (recommendations and repurchases). |
