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Assignment 1 – Research Proposal1.Research Problema.Backgroundi.Airbnb is a popular online market for short-term rental properties, that has been growing exponentially, until recently. Nathanoj Am, the country chief of Airbnb for Australia, believes that this growth plateau occurred due to a lack of customer satisfaction. Customer satisfaction is necessary for a business to run; without new customers using Airbnb, and old customers refusing to return, a profit cannot be made. Liang, Choi, and Joppe (2018) confirm that customer satisfaction, withboth Airbnb and the property hosts, are directly linked to customer retention and repurchasing. Therefore, the results of this research canhelp Airbnb understand specific customer dissatisfaction, and improve their services, in order to increase satisfaction and retain customers.b.Statement of the problemi.Marketing Research Problem1.To identify and investigate the key factors influencing the satisfaction of Airbnb customers.ii.Key components1.To investigate the difference in satisfaction across customers of different socio-demographic factors.a.This component provides descriptive factors surrounding the customers of Airbnb.2.To investigate whether the customer experiences with their hosts impacts on their overall satisfaction.3.To investigate whether the customer experience with properties impacts on their overall satisfaction.4.To determine whether the prices of Airbnb influence customer satisfaction.2.Research Approach
the hosts, however, contains hedonic research questions. The component regarding customer experience with properties includes research questions that are both hedonic and utilitarian, and the pricesof Airbnb are strictly utilitarian. These components, and subsequent research questions, represent a variety of consumer values, and will provide direct insight into their satisfaction with Airbnb, which, according to Liang, Choi, and Joppe (2018), will lead to customer retention and repurchasing of services.