UTJECAJ PERCIPIRANE KVALITETE USLUGE NA NAMJERE PONAŠANJA KORISNIKA U PEER-TO-PEER (P2P) SMJEŠTAJU

Abstract

In this study, the focus was on exploring the attitudes of Airbnb users in Croatia. The primary goal was to investigate the impact of perceived service quality on users\u27 behavioral intentions, with a particular emphasis on user engagement as a mediating variable. The significance of comprehending the concept of perceived service quality was highlighted, as it can aid in improving service design and development, enhancing service quality, and promoting user engagement, intention to reuse and positive recommendations. A questionnaire was administered to a sample of 327 respondents to assess the impact of perceived service quality, expressed through technical, economic, and social categories, users\u27 behavioral intentions, and whether this influence is mediated by user engagement. Data analysis was performed using Structural Equation Modeling (SEM) with SPSS Amos 23.0 software. Our findings indicate that service quality\u27s technical, economic, and social categories directly and positively affect the behavioral intentions of users in peer-to-peer accommodation. Moreover, user engagement was found to mediate between service quality categories and users\u27 behavioral intentions. This suggests that users prefer the security, functionality, trustworthiness, ease of use, financial benefits, advanced information about prices, satisfaction, connection with other users, and the possibility of exchanging experiences, comments and suggestions for improvement, leading to repeated use and recommendation of the service.U ovom istraživanju fokus je bio na ispitivanju stavova Airbnb korisnika u Hrvatskoj. Primarni cilj bio je istražiti utjecaj percipirane kvalitete usluge na namjere ponašanja korisnika, s posebnim naglaskom na uključenost korisnika kao medijatorsku varijablu. Istaknuta je važnost razumijevanja koncepta percipirane kvalitete usluge jer može pomoći u poboljšanju dizajna i razvoja usluge, poboljšanju kvalitete usluge te promicanju uključenosti korisnika, namjere ponovnog korištenja i pozitivnih preporuka. Upitnik je primijenjen na uzorku od 327 ispitanika kako bi se procijenio utjecaj percipirane kvalitete usluge, izražene kroz tehničku, ekonomsku i društvenu kategoriju na namjere ponašanja korisnika, te je li taj utjecaj posredovan uključenosti korisnika. Analiza podataka provedena je korištenjem Structural Equation Modeling (SEM) sa softverom SPSS Amos 23.0. Rezultati pokazuju da tehnička, ekonomska i društvena kategorija kvalitete usluge izravno i pozitivno utječu na namjere ponašanja korisnika u peer-to-peer smještaju. Štoviše, utvrđeno je da angažman korisnika posreduje između kategorija kvalitete usluge i namjera ponašanja korisnika. Spomenuto sugerira da korisnici preferiraju sigurnost, funkcionalnost, pouzdanost, jednostavnost korištenja, financijsku korist, napredne informacije o cijenama, zadovoljstvo, povezanost s drugim korisnicima te mogućnost razmjene iskustava, komentara i prijedloga za poboljšanje, što dovodi do ponovne uporabe i preporuke usluge

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