Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb

Abstract

This article explores the relationships between satisfaction, trust and switching intention as well as repurchase intention in the Airbnb context. A theoretical framework is proposed regarding the relationship between trust, satisfaction, repurchase intention and switching intention. A distinction is made between transaction-based satisfaction and experience-based satisfaction, while trust is separated into institution-based trust (trust in Airbnb) and disposition to trust (trust in hosts). The model was tested with empirical data collected in North America. Results show that transaction-based satisfaction is a related but distinct construct from experience-based satisfaction. There was a significant effect of transaction-based satisfaction on experience-based satisfaction. Trust was determined to be the mediator between transaction-based satisfaction and repurchase intention. However, trust in Airbnb did not statistically influence trust in hosts. The implication is that industry professionals should not neglect transaction-based satisfaction as it has significant effects on experience-based satisfaction, trust and repurchase intention.