EXPLORING THE RELATIONSHIP OF SERVICE QUALITY AND OWNER’S RESIDENT SATISFACTION OF AIRBNB APPLICATION IN THAILAND: THE MEDIATING ROLE OF PERCEIVED VALUE AND OWNER ENGAGEMENT
คำสำคัญ:
Service quality, Perceived value, Owner engagement, Satisfaction, Airbnbบทคัดย่อ
The objective of study is survey factors will affect Airbnb customers’ satisfaction and their relationship of the factors that affects to owner satisfaction of Airbnb industry in Thailand. The study explores owner’s behavior from service quality to improve the Airbnb service provider in Thailand. The attention of the study is improving the outcome of behavior by mediating variables such as perceived value, owner engagement, and satisfaction. The consumers’ expectation is willing to develop the system through supplement behavior that links to their satisfaction. The research’s respondents focused on owners who utilized Airbnb application for their resident owner more than a year. The samples of 422 informants were utilized for data analysis. The result from structural equation model presented; there are effect from Airbnb service quality through all mediating variables except perceived value to owner satisfaction. The outcome claimed the impact to each variable followed; 95.1 percent of perceive value, 87.6 percent of owner engagement, and owner satisfaction at 91.9 percent. The result of the research would provide a reference for the industrial performers with owners who would be interested to develop their Airbnb to manage the resources and applied Airbnb business model could apply to other companies with similar business model to prioritize the tasks and realign the regulations.
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