Meningkatkan revisit intention pelanggan Airbnb melalui elemen personalized service = Increasing Airbnb guests revisit intention through personalized service element

Atsarina, Wilona Tigita (2022) Meningkatkan revisit intention pelanggan Airbnb melalui elemen personalized service = Increasing Airbnb guests revisit intention through personalized service element. Masters thesis, Universitas Pelita Harapan.

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Abstract

Belakangan ini, platform akomodasi berbasis digital sudah semakin menjamur. Salah satunya adalah Airbnb yang dianggap sebagai inovasi terbaru dalam industri perhotelan dan penginapan. Studi terkait industri tersebut pun sudah semakin banyak diteliti, terutama perihal efek disrupsi dari keberadaan Airbnb dan hubungan timbal balik antara kepuasan pengguna dengan loyalitas penggunanya. Namun, evaluasi dari kualitas layanan personalisasi Airbnb dan persepsi nilai yang dirasakan oleh pengguna Airbnb dirasa belum mendapatkan banyak perhatian. Oleh karena itu, penelitian ini dilakukan untuk menggambarkan secara komprehensif pengaruh dari layanan yang dipersonalisasi sebagai bagian dari kualitas layanan dan nilai yang dirasakan oleh pengguna terhadap tingkat kepuasan dan niat untuk berkunjung/menggunakan kembali layanan Airbnb. / Recently, digital-based accommodation platforms have been massively increased. One of them is Airbnb, which is considered as the latest innovation in the hospitality and lodging industry. Studies related to the industry have also been progressively analyzed, especially regarding the disruptive effects of Airbnb's presence and the reciprocal relationship between customer satisfaction and customer loyalty. However, regarding the examination of the service quality aspect of Airbnb's personalization services and the perceived value felt by Airbnb users has not received enough attention. Therefore, this research was conducted to comprehensively describe the effect of personalized service as part of service quality and user’s perceived value to measure the influence on customer’s satisfaction and revisit/ruse intention in Airbnb context.

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