Türkiye’de Paylaşım Ekonomisi İş Modellerini Kullananların Memnuniyeti Üzerine Bir İnceleme: Airbnb Örneği

Yıl 2024, , 373 - 396, 31.07.2024

Elif Özgün Özdirek Ulu , Hüseyin Ekizler , Efe Kaan Ulu

https://doi.org/10.19168/jyasar.1369267

Öz

Bu araştırmada, konaklama sektörü oyuncusu Airbnb örneğiyle, Türk kullanıcıların paylaşım ekonomisi kullanımlarındaki memnuniyetini ölçmek ve analiz etmek amaçlanmıştır. Memnuniyet ve yeniden kullanma isteği oluşumunda tüketiciler tarafından önemli bulunan olumlu ve olumsuz noktalardan yola çıkarak, paylaşım ekonomisi uygulamaları için, geliştirmeleri gereken iş modelleri ve iletişim yolları alanlarında çıktı sağlamayı amaçlamaktadır. Araştırmanın sonuçlarına göre memnuniyeti istatistiksel olarak en açıklayıcı kavram güvenilirlik olarak saptanmıştır. Güvenilirliği sırasıyla fiyat ve hizmet kalitesi takip etmektedir. Modaya uyma, topluluğa ait olma ve çevresel etki boyutlarının memnuniyet üzerinde anlamlı etkilerinin olmadığı tespit edilmiştir.

Anahtar Kelimeler

Paylaşım ekonomisi, Airbnb, konaklama

Kaynakça

• Adamiak, C. (2022). Current state and development of Airbnb accommodation offer in 167 countries. Current Issues in Tourism, 25(19), 3131-3149. https://doi.org/10.1080/13683500.2019.1696758
• Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2017). Enhancing Service Loyalty: The Roles of Delight, Satisfaction, and Service Quality. Journal of Travel Research, 56(4), 436-450. https://doi.org/10.1177/0047287516649058
• Airbnb. (2023). Airbnb hakkında: Nedir ve işleyişi nasıldır? https://www.airbnb.com.tr/help/article/2503
• Akbaba, A. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. International Journal of Hospitality Management, 25(2), 170-192. https://doi.org/10.1016/j.ijhm.2005.08.006
• Akpinar, A., & Avunduk, H. (2021). Seyahat ve Turizmde Paylaşım Ekonomisi: Airbnb Türkiye Örneği. International Journal of Contemporary Tourism Research, 5(Özel Sayı), Article Özel Sayı. https://doi.org/10.30625/ijctr.894029
• Albacete-Sáez, C. A., Mar Fuentes-Fuentes, M., & Javier Lloréns-Montes, F. (2007). Service quality measurement in rural accommodation. Annals of Tourism Research, 34(1), 45-65. https://doi.org/10.1016/j.annals.2006.06.010
• Albinsson, P. A., & Yasanthi Perera, B. (2012). Alternative marketplaces in the 21st century: Building community through sharing events: Alternative marketplaces in the 21st century. Journal of Consumer Behaviour, 11(4), 303-315. https://doi.org/10.1002/cb.1389
• Alnaim, A. F., & Abdelwahed, N. (2023). Examining the Impact of Marketing Motives and Concerns on User Satisfaction and Re-Purchase Intentions in a Sharing Economy. Sustainability. https://doi.org/10.3390/su15054498
• Anderson, E. W., & Fornell, C. (1994). A Customer Satisfaction Research Prospectus. İçinde R. Rust & R. Oliver, Service Quality: New Directions in Theory and Practice (ss. 241-268). SAGE Publications, Inc. https://doi.org/10.4135/9781452229102.n11
• Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143.
• Bardhi, F., & Eckhardt, G. M. (2012). Access-Based Consumption: The Case of Car Sharing: Table 1. Journal of Consumer Research, 39(4), 881-898. https://doi.org/10.1086/666376
• Belk, R. (2010). Sharing: Table 1. Journal of Consumer Research, 36(5), 715-734. https://doi.org/10.1086/612649
• Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600. https://doi.org/10.1016/j.jbusres.2013.10.001
• Bhattacherjee, A. (2002). Individual Trust in Online Firms: Scale Development and Initial Test. Journal of Management Information Systems, 19(1), 211-241.
• Botsman, R. (2015). Defining The Sharing Economy: What Is Collaborative Consumption–And What Isn’t? https://www.fastcompany.com/3046119/defining-the-sharing-economy-what-is-collaborative-consumption-and-what-isnt
• Bozkurt, F., & Tuzcu, A. (2023a). FIRSAT VE TEHDİTLERİYLE PAYLAŞIM EKONOMİSİ. Ankara Üniversitesi Sosyal Bilimler Dergisi, 14(2), Article 2.
• Bozkurt, F., & Tuzcu, A. (2023b). FIRSAT VE TEHDİTLERİYLE PAYLAŞIM EKONOMİSİ. Ankara Üniversitesi Sosyal Bilimler Dergisi, 14(2), Article 2.
• Briggs, S., Sutherland, J., & Drummond, S. (2007). Are hotels serving quality? An exploratory study of service quality in the Scottish hotel sector. Tourism Management, 28(4), 1006-1019. https://doi.org/10.1016/j.tourman.2006.08.015
• Cai, G., Hong, Y., Xu, L., Gao, W., Wang, K., & Chi, X. (2020). An evaluation of green ryokans through a tourism accommodation survey and customer-satisfaction-related CASBEE–IPA after COVID-19 pandemic. Sustainability, 13(1), 145.
• Chai, S., Das, S., & Rao, H. R. (2011). Factors Affecting Bloggers’ Knowledge Sharing: An Investigation Across Gender. Journal of Management Information Systems, 28(3), 309-342. https://doi.org/10.2753/MIS0742-1222280309
• Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of applied psychology, 78(1), 98.
• Daud, K. A. M., Khidzir, N. Z., Ismail, A. R., & Abdullah, F. A. (2018). Validity and reliability of instrument to measure social media skills among small and medium entrepreneurs at Pengkalan Datu River. 7(3).
• Davis, B., & Dutzik, T. (2012). Transportation and the New Generation. https://publicinterestnetwork.org/wp-content/uploads/2012/04/Transportation-the-New-Generation-vUS_0.pdf
• Ding, K., Choo, W. C., Ng, K. Y., & Ng, S. I. (2020). Employing structural topic modelling to explore perceived service quality attributes in Airbnb accommodation. International Journal of Hospitality Management, 91, 102676. https://doi.org/10.1016/j.ijhm.2020.102676
• Ding, K., Choo, W. C., Ng, K. Y., & Zhang, Q. (2023). Exploring changes in guest preferences for Airbnb accommodation with different levels of sharing and prices: Using structural topic model. Frontiers in Psychology, 14, 1120845. https://doi.org/10.3389/fpsyg.2023.1120845
• Durmuş, B. (2013). Sosyal bilimlerde SPSS’le veri analizi. Beta Basım Yayım.
• Duvar, G. (2023, Haziran 6). Yargıtay kararı onadı: Uber Türkiye’den men edilecek [Text]. https://www.gazeteduvar.com.tr/yargitay-karari-onadi-uber-turkiyeden-men-edilecek-haber-1622390; Gazete Duvar. https://www.gazeteduvar.com.tr/yargitay-karari-onadi-uber-turkiyeden-men-edilecek-haber-1622390
• Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the Sharing Economy. Journal of Marketing, 83(5), 5-27. https://doi.org/10.1177/0022242919861929
• Ekinci, Y. (2002). A Review of Theoretical Debates on the Measurement of Service Quality: Implications for Hospitality Research. Journal of Hospitality & Tourism Research, 26(3), 199-216. https://doi.org/10.1177/1096348002026003001
• Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21. https://doi.org/10.1177/002224299205600103
• Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18. https://doi.org/10.1177/002224299606000403
• Galbreth, M. R., Ghosh, B., & Shor, M. (2012). Social Sharing of Information Goods: Implications for Pricing and Profits. Marketing Science, 31(4), 603-620.
• Getty, J. M., & Thompson, K. N. (1994). A Procedure for Scaling Perceptions of Lodging Quality. Hospitality Research Journal, 18(2), 75-96. https://doi.org/10.1177/109634809401800206
• Gössling, S., Peeters, P., Hall, C. M., Ceron, J.-P., Dubois, G., Lehmann, L. V., & Scott, D. (2012). Tourism and water use: Supply, demand, and security. An international review. Tourism Management, 33(1), 1-15. https://doi.org/10.1016/j.tourman.2011.03.015
• Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
• Guttentag, D. (2015). Airbnb: Disruptive innovation and the rise of an informal tourism accommodation sector. Current Issues in Tourism, 18(12), 1192-1217. https://doi.org/10.1080/13683500.2013.827159
• Haladyna, T. M. (2004). Developing and Validating Multiple-choice Test Items (0 bs). Routledge. https://doi.org/10.4324/9780203825945
• Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059. https://doi.org/10.1002/asi.23552
• Hennig-Thurau, T., Henning, V., & Sattler, H. (2007). Consumer File Sharing of Motion Pictures. Journal of Marketing, 71(4), 1-18.
• Hirschman, A. O. (1970). Exit, voice, and loyalty: Responses to decline in firms, organizations, and states. Harvard Univ. Press.
• Hsiao, C.-H., Chang, J.-J., & Tang, K.-Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342-355. https://doi.org/10.1016/j.tele.2015.08.014
• ING. (2015). Türkiye’de paylaşım ekonomisi bir yılda iki kat büyüyecek. https://www.ing.com.tr/F/Documents/pdf/Basin_Odasi/2015/ingbank_IIS_paylasim_ekonomisi_21122015.pdf
• IPSOS. (2013). Many See Sharing One’s Belongings Online as a Great Way to Earn Extra Money. IPSOS. https://www.ipsos.com/sites/default/files/news_and_polls/2013-05/6116.pdf
• Jiang, B., & Tian, L. (2018). Collaborative Consumption: Strategic and Economic Implications of Product Sharing. Management Science, 64(3), 1171-1188. https://doi.org/10.1287/mnsc.2016.2647
• Ju, Y., Back, K.-J., Choi, Y., & Lee, J.-S. (2019). Exploring Airbnb service quality attributes and their asymmetric effects on customer satisfaction. International Journal of Hospitality Management, 77, 342-352. https://doi.org/10.1016/j.ijhm.2018.07.014
• Kalayci Oflaz, N. (2019). Paylaşım Ekonomisi ve Türkiye Üzerine Bir Değerlendirme. Social Sciences Studies Journal, 5(32), 1692-1705. https://doi.org/10.26449/sssj.1363
• Karatepe, O. M., Yavas, U., & Babakus, E. (2005). Measuring service quality of banks: Scale development and validation. Journal of Retailing and Consumer Services, 5(12), 373-383. https://doi.org/10.1016/j.jretconser.2005.01.001
• Khalek, S. A., & Chakraborty, A. (2023). Shared consumption and its determinants: A systematic literature review and future research agenda. International Journal of Consumer Studies, 47(3), 888-921. https://doi.org/10.1111/ijcs.12913
• Knutson, B., Stevens, P., Wullaert, C., Patton, M., & Yokoyama, F. (1990). Lodgserv: A Service Quality Index for the Lodging Industry. Hospitality Research Journal, 14(2), 277-284. https://doi.org/10.1177/109634809001400230
• Koçak, Y. (2022). Türk Airbnb Kullanıcılarında Otantiklik Arayışı (Seeking Authenticity in Turkish Airbnb Users). Turk Turizm Arastirmalari Dergisi, 6. https://doi.org/10.26677/TR1010.2022.1130
• Kozinets, R. V., & Handelman, J. M. (2004). Adversaries of Consumption: Consumer Movements, Activism, and Ideology. Journal of Consumer Research, 31(3), 691-704. https://doi.org/10.1086/425104
• Kumar, V., Lahiri, A., & Dogan, O. B. (2018). A strategic framework for a profitable business model in the sharing economy. Industrial Marketing Management, 69, 147-160. https://doi.org/10.1016/j.indmarman.2017.08.021
• Lamberton, C. P., & Rose, R. L. (2012). When is Ours Better than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems. Journal of Marketing, 76(4), 109-125. https://doi.org/10.1509/jm.10.0368
• Lessig, L. (2009). Remix: Making art and commerce thrive in the hybrid economy. Penguin Books.
• Luri Minami, A., Ramos, C., & Bruscato Bortoluzzo, A. (2021). Sharing economy versus collaborative consumption: What drives consumers in the new forms of exchange? Journal of Business Research, 128, 124-137. https://doi.org/10.1016/j.jbusres.2021.01.035
• Lutz, C., Hoffmann, C. P., Bucher, E., & Fieseler, C. (2018). The role of privacy concerns in the sharing economy. Information, Communication & Society, 21(10), 1472-1492. https://doi.org/10.1080/1369118X.2017.1339726
• Mansourimoayyed, F., Colabi, A. M., Hoseini, H. K., & Binesh, H. (2020). Factors affecting e-satisfaction and repurchase intention: The role of eWOM and personality. Journal of Critical Reviews, 7(1), 1126-1133.
• McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce: An Integrative Typology. Information Systems Research, 13(3), 334-359. https://doi.org/10.1287/isre.13.3.334.81
• Mcquitty, S., Finn, A., & Wiley, J. (2000). Systematically varying consumer satisfaction and its implications for product choice. Academy of Marketing Science Review.
• Melnik, M. I., & Alm, J. (2003). Does a Seller’s eCommerce Reputation Matter? Evidence from eBay Auctions. The Journal of Industrial Economics, 50(3), 337-349. https://doi.org/10.1111/1467-6451.00180
• Moeller, S., & Wittkowski, K. (2010). The burdens of ownership: Reasons for preferring renting. Managing Service Quality: An International Journal, 20(2), 176-191. https://doi.org/10.1108/09604521011027598
• Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
• Möhlmann, M. (2015). Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again: Collaborative consumption-determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207. https://doi.org/10.1002/cb.1512
• Negi, G., & Tripathi, S. (2023). Airbnb phenomenon: A review of literature and future research directions. Journal of Hospitality and Tourism Insights, 6(5), 1909-1925.
• Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). An expectation-confirmation model of continuance intention to use mobile instant messaging. Telematics and Informatics, 33(1), 34-47. https://doi.org/10.1016/j.tele.2015.05.006
• Oliver, R. L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20(3), 418-430.
• Oliver, R. L., & Swan, J. E. (1989). Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach. Journal of Marketing, 53(2), 21-35. https://doi.org/10.1177/002224298905300202
• Ozanne, L. K., & Ballantine, P. W. (2010). Sharing as a form of anti-consumption? An examination of toy library users. Journal of Consumer Behaviour, 9(6), 485-498. https://doi.org/10.1002/cb.334
• Öksüz, M., & Eki̇Zler, H. (2023). Seyahat Davranışlarının Airbnb Kullanımı Üzerindeki Etkisi: Türkiye Örneği. Fiscaoeconomia, 7(2), 986-1004. https://doi.org/10.25295/fsecon.1215546
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
• Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing. https://www.semanticscholar.org/paper/SERVQUAL%3A-A-multiple-item-scale-for-measuring-of-Parasuraman-Zeithaml/d26a2423f00ca372b424a029ae22521299f00ede
• Perren, R., & Kozinets, R. V. (2018). Lateral Exchange Markets: How Social Platforms Operate in a Networked Economy. Journal of Marketing, 82(1), 20-36. https://doi.org/10.1509/jm.14.0250
• Priporas, C., Stylos, N., Vedanthachari, L. N., & Santiwatana, P. (2017). Service quality, satisfaction, and customer loyalty in Airbnb accommodation in Thailand. International Journal of Tourism Research, 19(6), 693-704. https://doi.org/10.1002/jtr.2141
• Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., & Thøgersen, J. (2011). Sustainable Consumption: Opportunities for Consumer Research and Public Policy. Journal of Public Policy & Marketing, 30(1), 31-38. https://doi.org/10.1509/jppm.30.1.31
• PWC. (2018). Share Economy 2017 The New Business Model. https://www.pwc.de/de/digitale-transformation/share-economy-report-2017.pdf
• Ramanathan, U., & Ramanathan, R. (2011). Guests’ perceptions on factors influencing customer loyalty: An analysis for UK hotels. International Journal of Contemporary Hospitality Management, 23(1), 7-25. https://doi.org/10.1108/09596111111101643
• Renganathan, R. (2011). Service Quality in Hospitality Services: Gap Model and Factor Analysis. European Journal of Social Sciences, 26(2), 159-175.
• Ritzer, G., & Jurgenson, N. (2010). Production, Consumption, Prosumption: The nature of capitalism in the age of the digital ‘prosumer’. Journal of Consumer Culture, 10(1), 13-36. https://doi.org/10.1177/1469540509354673
• Rust, R., Oliver, R., Bitner, M. J., & Hubbert, A. R. (1994). Encounter Satisfaction versus Overall Satisfaction versus Quality: The Customer’s Voice. 72-94. https://doi.org/10.4135/9781452229102.n3
• Saleh, F., & Ryan, C. (1991). Analysing Service Quality in the Hospitality Industry Using the SERVQUAL Model. The Service Industries Journal, 11(3), 324-345. https://doi.org/10.1080/02642069100000049
• Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON: Development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, 35(1), 144-156. https://doi.org/10.1007/s11747-006-0001-5
• Silvestri, C., Aquilani, B., & Ruggieri, A. (2017). Service quality and customer satisfaction in thermal tourism. The TQM Journal, 29(1), 55-81. https://doi.org/10.1108/TQM-06-2015-0089
• Skalska, T. (2017). SHARING ECONOMY IN THE TOURISM MARKET: OPPORTUNITIES AND THREATS. Kwartalnik Naukowy Uczelni Vistula, 4(54), 248-260.
• Suhr, D. D. (2006). Exploratory or confirmatory factor analysis? https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=915520bdfde1423b0b73f7ed560c68e81678cda6
• Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163-178. https://doi.org/10.1016/0022-4359(94)90013-2
• Tuvay, B. (2023). Paylaşım ekonomisini globale taşıyacaklar. https://www.ekonomist.com.tr/makale/paylasim-ekonomisini-globale-tasiyacaklar-43233
• Venkatesh, Morris, Davis, & Davis. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425. https://doi.org/10.2307/30036540
• Wen, C., Prybutok, V., & Xu, C. (2011). An Integrated Model for Customer Online Repurchase Intention. Journal of Computer Information Systems. https://www.semanticscholar.org/paper/An-Integrated-Model-for-Customer-Online-Repurchase-Wen-Prybutok/c30917557b401d3d0cda201becfd7578ca20661e
• Wong Ooi Mei, A., Dean, A. M., & White, C. J. (1999). Analysing service quality in the hospitality industry. Managing Service Quality: An International Journal, 9(2), 136-143. https://doi.org/10.1108/09604529910257920
• Xu, X. (2020). How do consumers in the sharing economy value sharing? Evidence from online reviews. Decision Support Systems, 128, 113162. https://doi.org/10.1016/j.dss.2019.113162
• Yang, C.-C., Jou, Y.-T., & Cheng, L.-Y. (2011). Using integrated quality assessment for hotel service quality. Quality & Quantity, 45(2), 349-364. https://doi.org/10.1007/s11135-009-9301-4
• Yılmaz, M. (2022, Mayıs 1). Büyük şehirde taksi bulmak büyük dert ama artık başka seçenekler var! Dakikalık araç kiralama... https://www.hurriyet.com.tr/kelebek/hurriyet-pazar/buyuk-sehirde-taksi-bulmak-buyuk-dert-ama-artik-baska-secenekler-var-dakikalik-arac-kiralama-42054256
• Zoğal, V., & Emekli̇, G. (2023). Kısa Süreli Konut Kiralamalarının Profesyonelleşmesi ve Etkileri: Muğla’da Airbnb Örneği. Ege Coğrafya Dergisi, 32(2), 289-312. https://doi.org/10.51800/ecd.1399416
• Zuo, W., Bai, W., Zhu, W., He, X., & Qiu, X. (2022). Changes in service quality of sharing accommodation: Evidence from airbnb. Technology in Society, 71, 102092. https://doi.org/10.1016/j.techsoc.2022.102092
• Zygiaris, S., Hameed, Z., Alsubaie, M. A., & Rehman, S. U. (2022). Service Quality and Customer Satisfaction in the Post Pandemic World: A Study of Saudi Auto Care Industry. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.842141