The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users

Purpose: The purpose of this study was to identify the relationship between customer values, satisfaction and loyalty in the context of Airbnb. Design/methodology/approach: The survey questionnaires were developed based upon review of previous studies. The samples were collected from US- based Airbnb users. The data were analyzed using structural equation modeling. Findings: The result of this study indicates that first, Airbnb users’ hedonic value has a positive impact on satisfaction and loyalty, while utilitarian value influences only on satisfaction. Second, this study also shows that product involvement plays as a moderating role in the paths between hedonic value and customer satisfaction. Research limitations/implications: Study findings may help researchers understand the roles of hedonic and utilitarian values and their impacts on satisfaction and loyalty in the context of Airbnb. This study also contributes to Airbnb marketers in fulfilling users’ expectations about the company. Originality/value: This research contributes to the hospitality literature by expanding the realm of research on Airbnb, which is a unique company applying the sharing economy concept in the lodging industry.