Customer responses to the Airbnb platform: the role of Airbnb experience and memorability

Abstract

Purpose Guided by memory-dominant logic, this study aims to examine how Airbnb experiences (i.e. home benefits, social interaction and authenticity) lead to memorability, which subsequently results in platform attachment and loyalty. The mediating role of memorability and the moderating role of arousal in forming platform loyalty were also investigated. Design/methodology/approach A quantitative method was adopted including the use of a national survey with US travelers who had an Airbnb accommodation experience in the past six months. Data were collected from a representative sample generated from the Qualtrics consumer panel using an online self-administered survey. Findings Results suggested that Airbnb experiences have a positive impact on memorability, which leads to platform attachment and loyalty. The findings further supported the full mediation. The results also revealed a moderating role of arousal in influencing the relationship between social interaction and memorability. Research limitations/implications This study contributes to the literature by investigating the role of Airbnb experiences and memorability in influencing customer responses to the Airbnb platform. This study also provides a holistic understanding of how platform attachment and loyalty develop through the mechanism of memorability. Practical implications Given the continuous competition from hotels, Airbnb providers should continue to improve critical Airbnb attributes and balance its hedonic and functional values. The moderating role of arousal suggests that Airbnb could maintain a virtual community or a social platform where guests can interact with hosts or the locals before, during and after Airbnb experiences. Originality/value The findings provide a holistic understanding of the experiences with insight into the new business model of the sharing economy.