Research Proposal on Customer Loyalty and Satisfaction with Airbnb

This research proposal examines customer loyalty and satisfaction towards Airbnb, focusing on its impact on the hospitality industry. The study aims to understand how Airbnb fulfills customer needs, its competitive standing against hotels, and the factors driving consumer choices. The proposal includes an introduction outlining the research aims and objectives, followed by a literature review covering customer satisfaction, factors affecting accommodation choices, and loyalty concepts. The methodology section details the research questions, philosophy, approach, and data collection techniques. Ethical considerations, limitations, and expected outcomes are also discussed. The research seeks to identify the relationship between Airbnb's services and customer loyalty, providing valuable insights for the hospitality sector and other businesses aiming to enhance customer engagement and satisfaction in a competitive market.

Running head: RESEARCH PROPOSAL
RESEARCH PROPOSAL
Name of the Student
Name of the University
Author Note

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Abstract
The research proposal has been designed for `Customer satisfaction and Loyalty towards
Airbnb`. The main aim of this proposal is to outline the manner in which the research report will
be designed and the main objectives based on which the study will be formulated accordingly.
The report follows a systematic format whereby the first section will be the Introduction which
lays the background of the study. This will then be followed by the Literature review which will
outline the theories related to the Customer loyalty, Customer satisfaction and the factors
influencing individuals to make the choice of the accommodation. In addition to this, the
research methods applicable for the study have been outlined and lastly, the limitations of the
research and the research outcomes have been given.

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Table of Contents
Introduction......................................................................................................................................4
Background to the study..............................................................................................................4
Research aim................................................................................................................................4
Research objectives.....................................................................................................................4
Research rationale........................................................................................................................5
Structure of the proposal..............................................................................................................5
Literature Review............................................................................................................................7
Overview......................................................................................................................................7
Customer satisfaction in hospitality context................................................................................7
Factors affecting consumer choices pertaining to accommodation.............................................8
Loyalty.......................................................................................................................................10
Conceptual framework...............................................................................................................11
Summary....................................................................................................................................11
Methodology..................................................................................................................................12
Overview....................................................................................................................................12
Research Questions....................................................................................................................12
Research Philosophy..................................................................................................................12
Research approach.....................................................................................................................13
Research methodological choice...............................................................................................13

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Research strategy.......................................................................................................................14
Time Horizon and Resources.....................................................................................................14
Data collection technique..........................................................................................................15
Data analysis technique.............................................................................................................15
Ethical considerations....................................................................................................................16
Limitations and Outcomes.............................................................................................................16
Benefits of the study..................................................................................................................16
Limitations of the study.............................................................................................................17
References......................................................................................................................................18

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Introduction
Background to the study
The hotel industry has changed and advanced to a great extent and in consideration of
this, it becomes critically crucial for the different participants in the hotel industry to see to it that
they are being able to compete in the market accordingly and are being able to gain the customer
support (Yang and mao 2020). In consideration of this, it becomes essentially effective to focus
on the aspects related to the customer loyalty and satisfaction. The Airbnb as an online market
place has been able to engage in effective operations by offering luxurious as well as affordable
homestays. The concept has brought about a revolution in the Hospitality industry and in
consideration of this; the main aim of this study is to highlight how the customer loyalty and
satisfaction has increased towards Airbnb and how the different firms can take advantage of the
same in order to engage in increased loyalty.
Research aim
The aim of the research is to find the customer loyalty and satisfaction level towards
Airbnb and establish a relationship between the services of the Airbnb and the customer loyalty
and satisfaction level of the consumers. Additionally, the research also aims to find the manner
in which the services of Airbnb have been able to stand as a threat to the different hotels as
present in the hospitality sector.
Research objectives
The objectives of the research can be mentioned to be as follows:

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 To find the manner in which Airbnb has been fulfilling customer needs.
 To find how the Airbnb and Hotels have been dominating the hospitality market
 To understand the overall operations of Airbnb
 To find the ways in which the Airbnb has been able to extend consumer loyalty and
related satisfaction.
 To find an association between different personality types and overall organizational
commitment.
Research rationale
The reason why conducting the research can be mentioned to be essentially crucial is
because, the competition in the hospitality industry can be understood to be very fierce in nature
and it is in consideration of this, many travelers and guests these days tend to prefer to stay at
Airbnb and other such institutions instead of the different hotels. In consideration of this, the
research is relevant in consideration of the fact that it assists in contributing to understanding the
different ways in which, the study will be carried out accordingly. In consideration of this, it also
becomes effective to ensure that the study is being able to outline how the other firms may
improve their competition level in accordance with the expectations of the customer and the kind
of expectations which they have with the enterprise.
Structure of the proposal
Hence, this research proposal will be essentially focused on providing a background for
the study based on which, the study will essentially follow a structured format based on which
the following chapters will be included. The proposal will act as a background for the study

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which will help in setting the base of the research report which will be the next step of the
research project.
 Introduction: The introduction chapter will focus on the research objectives and the
research rationale.
 Literature review: This chapter tends to focus on the different theories as well as the
studies which have been focused towards and in association with this, theories relating to
customer satisfaction and customer theories will be discussed critically.
 Methodology: This chapter will outline the different research methods which will be
essentially adopted for the study so as to fulfill the research objectives.
 Ethical considerations: All research papers need to follow certain ethical considerations
and the study will focus on underlining the various ethical considerations which have to
be followed for the study and the restrictions present.
 Limitations and outcomes: These will outline the limitations of the study and the
expected outcomes as well.

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Literature Review
Overview
Customer satisfaction in hospitality context
The customer satisfaction can be essentially described as the manner in which the
different customers can be essentially satisfied in an enterprise and in consideration with this, are
happy with the kind of services which are offered by the firm, then in line with this, the
customers are deemed to be effectively satisfied. Additionally, from various restaurants to the
different hotels and other such jobs, it is the duty of the hospitality service to see to it that, the
service needs of the different consumers can be fulfilled accordingly and in consideration with
this, the expectations of the different customers can be met with accordingly. In the context of
the different restaurants to the different hotels, it is the primary duty of the enterprise to see to it
that, the customers are being kept happy and satisfied (Sthapit and Björk 2019). This then
contributes towards ensuring that the customer needs are fulfilled.
The service delivery in the hospitality industry needs to be such that the various
customers will be satisfied and in addition to this, the staff will be able to deliver the service
accordingly. According to Sthapit and Jiménez-barreto (2018), one key factor which needs to be
adopted by the various enterprises can be understood to be the engagement of the guests and
delivering the promise. In consideration of this, it is critical for the different enterprises to ensure
that the different customers are being able to receive the premium products and services which
they are being offered and in line with this, they are also being provided with an affordable and
luxurious stay.

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Hence, the customer satisfaction in the case of the hospitality industry can be attained
with the help of the systematic services, fulfilling all customer needs and focus, ensuring that
timely delivery is provided. In consideration of this, it becomes essential to see to it that the
customer needs are being fulfilled in a manner such that they are being able to perform well and
attain their overall goals.
Therefore according to Sthapit and Björk (2019), it can be rightfully mentioned that the
customer satisfaction in the hospitality industry tends to arise from the relationship formulated
between the different associates and the hotel. In consideration with this, it is critical to see to it
that, the customer satisfaction needs to fulfill accordingly. In line with this, the customers often
get frustrated and tend to get disappointed with the services of the company; however, it is the
role of the company in this scenario to see to it that the firm is successfully being able to attain
its goals in regards to which, the customers can be satisfied accordingly. Another aspect to
satisfy the various customers can be mentioned to be the fact that the different customers must be
provided with an adequate facility to see to it that, they are being able to provide adequate
feedback to the enterprise. Once the employees will have the facility with the help of which they
will be able to gain sufficient feedback then in such a case, they will be able to remain focused
and satisfied with the enterprise (So, Oh and Min 2018). Many hospitality services often offer
the customers with the service of free goods and discount coupons in order to ensure that they
remain adequately satisfied with the services.
Factors affecting consumer choices pertaining to accommodation
When an individual makes the choice of undertaking a particular accommodation, then in
such a scenario, it becomes relatively crucial to see to it that they are being able to undertake the

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use of the right kind of tool in order to see to it that, the right hotel is chosen as per their needs.
Hence, in association with this, it becomes integral to see to it that, the factors which affect the
consumer choices pertaining to this accommodation criteria can be outlines successfully.
The role of authenticity: The authenticity has a key role to play in ensuring that the
services which are provided by the firm are authentic in nature and in consideration to this, the
different customers often tend to understand the role of authenticity in ensuring and verifying
that the firm is being able to attain its overall objectives in a successful manner and all
entrepreneurial goals are being achieved successfully (Mao and Lyu 2017).
Pricing factors: Another key factor which is generally taken into consideration by the
enterprise can be mentioned to be the various pricing factors. In line with this, it becomes
critically important to see to it that, the pricing factors are also considered by the customers
before getting associated with the enterprise. In consideration with this, it also becomes very
effective to see to it that, attractive prices are being offered to the different customers in order to
attract them towards the operations of the enterprise.
Brand Image: The brand image can be mentioned to be another factor which is crucial to
be considered by the enterprise before undertaking any crucial decision. It is in consideration of
this that, the firm would be required to see to it that, they are being able to uplift the brand image
of the enterprise by improving the quality of the services and undertaking related offers so as to
see to it that, they are able to attract a large number of customers towards the different operations
of the enterprise in a successful manner (Ju 2019).
Popularity on social media: Another factor which is important for the firm while taking
the decisions can be mentioned to be the popularity on the social media. In consideration of this,

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it can be essentially stated that, when the firm will be popular on social media, it will attain good
reviews and in consideration of the same, the firm will be able to gain adequate customer
bookings as well.
Services offered: Another factor which affects the decision making of the different
customers towards the hospitality services can be stated to be the services offered (Mody, Hanks
and Dogru 2019). The customers are largely attracted towards the firm when they are offered
with the services available and hence, it is the duty of the hospitality sector and the hotels to see
to it that they are being able to perform well and in association with this, are being able to attract
the customers accordingly.
Loyalty
The customer loyalty can be described as the act of making use of the products of the
enterprise and services consistently above the overall competition which is existent in the
market. In consideration of this, it becomes essentially crucial for the firm to see to it that, when
a customer is loyal to a particular service or a firm, then in such a scenario, they are not easily
affected by the price or the availability and they keep taking the services of the firm and enjoy
the service which is provided to them accordingly (Jiang, Balaji and Jha 2019). The best way to
build the customer loyalty can be rightfully defined as the company meeting as well as exceeding
the expectations of the enterprise and in consideration of this; the customers also tend to trust the
companies who are more likely to engage in an association with them (Dogru 2019). Hence, it
must be the duty of the enterprise to see to it that they are being able to exceed the needs and
expectations of the various customers so as to work on their loyalty and in association with this,
are also being able to engage in the right kind of dealings as available.

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The reason why the customer loyalty can be understood to be essentially critical is
because it helps in running the business in a rightful manner. With respect to this, when a firm
has no happy customers then they will continue purchasing from the firm and the business would
not survive accordingly (Dogru, Mody and Suess 2019). Hence, the new customers generally
associated with the firm cost more to acquire and hence, retaining the loyal customers can be
mentioned to be a good move which can be undertaken by the enterprise so that the customers
keep coming back to the business and the profits can be considered to be quite high. Therefore, it
needs to be the motive of the firm to see to it that, they are being able to keep the customers
happy and satisfied. This is the trick which is being followed the firm to attract a large number of
customers.
Conceptual framework
Summary