Är det värre att fela, när köparen vill dela? (En applicering av etablerad service recovery-teori pa outforskade omra den inom delningsekonomin)

Sammanfattning: When a company fails to correspond to a buyer's needs, a service failure has occurred. A service failure is usually followed up by a service recovery process, in which the responsible company attempts to re-set the negative balance between itself and its customer. A lot of research has been conducted in the area of service recovery within a conventional service context, such as hotels and restaurants. But what happens when the provider and producer are not the same? Sharing economies are growing bigger and bigger, and along with them, peer-to-peer services that are being marketed by the name of an umbrella company. A quantitative experiment (n=200) has been conducted in this study, comparing customers' reactions upon service recovery from accommodation services, depending on the context of which the service failure has happened within: Sharing economies (e.g. Airbnb), or conventional economies (e.g. hotels). Our purpose is to examine whether previous research within the area of service recovery, can be directly applied on accommodation services within the sharing economy, or if differences exist between the contexts, making the need of new research significant. Our results indicate a difference in perceived risk between sharing services and conventional ones, after a service failure and a following service recovery has occurred, as well as relationships between two different kinds of perceived justice: distributive and interactional, and satisfaction. The findings prove and strengthens the existence of differences between the contexts, as well as highlight the need for further research to discover more specific what these differences are. The fact that buyers are categorizing sharing accommodation services differently from hotels, shows that companies within the sharing economy cannot always rely on existing theory on service recovery.