숙박공유서비스에서 서비스품질, 만족도, 세계시민주의, 충성도 간 관계

Abstract

The purpose of this study is to explore the measuring dimensions of service quality in room-sharing service sector, examine the mediating effect of customer satisfaction as well as the moderating effect of cosmopolitanism among the service quality-satisfaction-loyalty relationships. The literature-based hypotheses were proposed and data was collected by an online questionnaire of 302 customers participating in the room-sharing service in China. Five dimensions of SERVQUAL (tangibles, reliability, responsiveness, assurance, empathy) and five additional dimensions specific to room-sharing service (security, convenience, sociality, economy, experience) were investigated using factor analysis and reliability test. It shows except experience, the remaining nine dimensions have validity and reliability to measure service quality in room-sharing service. Path analysis with Hayes (2013)’s PROCESS method was then conducted to test the hypotheses regarding mediation and moderation effects. The results show customer satisfaction mediates the effect of service quality on customer loyalty. Moreover, although cosmopolitanism is not found as a moderator between service quality and customer satisfaction, it does positively associate with satisfaction. Theoretical and managerial implications with limitations and future research directions are discussed in the end of the paper.