Klientų lojalumą dalinimosi ekonomikoje lemiantys veiksniai („Airbnb“ atvejis) /

The main goal of this work is to identify the determinants of customer loyalty in the sharing economy. The thesis consists of four main parts: the literature review, methodology, the study and its results, conclusion and recommendations. Literature review allowed to determine the definition of customer loyalty, identify its determinants as well as business models of sharing economy with its definition and main determinants of customer loyalty in the context of sharing economy. Based on research methodology, the study was carried out. The main goal of the study was to determine which factors positively influence customer loyalty to the Airbnb sharing platform. Study was based on the results of 151 completed online surveys, with the help of which the aim was to determine how respondents perceive their loyalty, satisfaction, commitment, trust and safety when using Airbnb as well as platform’s ease of use and reputation. The results of the research showed that satisfaction, commitment, trust, safety and platform’s ease of use have significant and positive effect on customer loyalty. It was also noticed that women were more likely than men to perceive platform as easy to use and they expressed more loyal attitudes. Also, people in the 20-29 year age group were more loyal, committed, trusting and perceived platform as easy to use compared to those in 30-39 year age group. Conclusions and recommendations based on literature review, study and its results were provided. The insights of this thesis could be useful to Airbnbs’ strategy on how to strengthen customer loyalty in Lithuania or even in the neighbouring countries.

Grantor dc:publisher

Institutional Repository of Vilnius University

Year dc:date

2024

Author dc:creator

• Škutaitė, Dominyka,

Statement dc:rights

• info:eu-repo/semantics/openAccess

Language dc:language

lit

Repository record dc:identifier

https://repository.vu.lt/VU:ELABAETD210638517&prefLang=en_US

OAI identifier oai:identifier

oai:vu.lt:elaba:210638517