Consumer Loyalty in Sharing Economy : A Case on Transport Sharing Economy

Sharing economy (SE) has become a major business on a global stage, given that many of the companies involved have grown to become some of the leading firms in terms of investment and reach. Examples include companies in the transportation and car service sectors along with the lodging services. Some of the famous companies are Lyft and Uber in the transport sector and Airbnb in accommodations. As the SE gains ground, there are new challenges presented in understanding customer loyalty. Traditional studies on customer loyalty focused on understanding why consumers remained loyal to one service provider, which was straightforward. However, SE is a challenge because more than one provider gives service. The main purpose of this research was to understand how the various antecedents of customer loyalty along with the traits of SE influence the loyalty of consumers who utilize the SE services, specifically concerning the vehicle transport and car services sharing economy. This research utilized quantitative methods through questionnaires that gathered data from respondents who have utilized a website or app to engage SE services in the transport sector. All antecedents of sharing economy tested such as perceived value and perceived service quality were found to have a positive correlation to customer satisfaction, which had, in turn, a strong positive correlation with customer loyalty