Consumption values and Customer Engagement in Peer-to-Peer accommodation
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Ross, Mitchell J
Jebarajakirthy, Charles P
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Weaven, Scott K
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Abstract
Peer to peer accommodation (P2PA) or shared accommodation is about the temporary sharing of vacant houses, buildings or private rooms with visitors and travellers (Belk, 2014; Dogru, Mody, & Suess, 2019; Mody, Suess, & Lehto, 2017). In the competitive travel accommodation market, P2PA is a popular alternative among tourists and travellers. Thorat, Bhandalkar and Deshmukh (2021) forecasted that the size of global travel accommodation market will reach $893 billion by 2026 from $632.8 billion in 2018. In this growing travel accommodation market, P2PA providers are competing with other short-term rentals to attract tourists and travellers. However, given the competitive nature of the accommodation market, customer engagement (CE) can be a viable way to gain a competitive advantage over hotels and other short rentals (Kumar et al., 2019). Since CE could be an important marketing strategy for P2PA providers, it is essential to know the factors that drive CE in the P2PA context. Literature indicates that customers’ pre- and-post purchase behaviours are related to their perceived understanding of values/benefits that they gain from buying and using a product/service (Chung, 2015; Ozturk, Nusair, Okumus, & Hua, 2016; Rintama¨ki, Kanto, Kuusela, & Spence, 2006; Ryu, Han, & Jang, 2010). As such, consumption values can be important factors influencing customers’ engagement with a brand/company. Although research was conducted on the benefits and operations of P2PA or factors affecting P2PA adoption, research is rare on composites of consumption values and consumption values that drive CE in the P2PA context. Thus, this research intends to identify consumption values and their composites driving CE in the P2PA context and also propose and test an integrated conceptual model to examine the association between consumption values and CE in P2PA.
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Thesis (PhD Doctorate)
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Doctor of Philosophy (PhD)
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Dept of Marketing
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The author owns the copyright in this thesis, unless stated otherwise.
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Subject
customer engagement
consumption values
peer-to-peer accommodation