TY - JOUR
T1 - A pathway to consumer forgiveness in the sharing economy
T2 - The role of relationship norms
AU - Shuqair, Saleh
AU - Pinto, Diego Costa
AU - So, Kevin Kam Fung
AU - Rita, Paulo Miguel Ferreira
AU - Mattila, Anna S.
N1 - Publisher Copyright:
© 2021 Elsevier Ltd
PY - 2021/9
Y1 - 2021/9
N2 - The emergence of peer-to-peer accommodations has revolutionized the hospitality industry. Yet, research on peer-to-peer service failures and consumer forgiveness remains scant. This paper shows that relationship type—whether communal (“Airbnb host”) or exchange (“hotel”)—influences consumer forgiveness in a post-recovery context. Across five studies, this research demonstrates how peer providers (focusing on communal norms) versus conventional providers (focusing on exchange norms) influence consumer forgiveness and their responses to service recovery efforts. Our findings indicate that focusing on social service recovery is particularly effective for Airbnb hosts. These findings have important implications for crafting effective service recovery strategies based on the type of accommodation provider-customer relationship. Finally, our findings can also help peer-to-peer and conventional hospitality providers alleviate consumers’ negative responses to service failures.
AB - The emergence of peer-to-peer accommodations has revolutionized the hospitality industry. Yet, research on peer-to-peer service failures and consumer forgiveness remains scant. This paper shows that relationship type—whether communal (“Airbnb host”) or exchange (“hotel”)—influences consumer forgiveness in a post-recovery context. Across five studies, this research demonstrates how peer providers (focusing on communal norms) versus conventional providers (focusing on exchange norms) influence consumer forgiveness and their responses to service recovery efforts. Our findings indicate that focusing on social service recovery is particularly effective for Airbnb hosts. These findings have important implications for crafting effective service recovery strategies based on the type of accommodation provider-customer relationship. Finally, our findings can also help peer-to-peer and conventional hospitality providers alleviate consumers’ negative responses to service failures.
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U2 - 10.1016/j.ijhm.2021.103041
DO - 10.1016/j.ijhm.2021.103041
M3 - Article
AN - SCOPUS:85112253481
SN - 0278-4319
VL - 98
JO - International Journal of Hospitality Management
JF - International Journal of Hospitality Management
M1 - 103041
ER -