From congruity to loyalty: how congruity factors drive sharing economy

PurposeThe study examines the influence of various congruity factors (economic, safety and Health, hedonic, and functional) on tourists' satisfaction with sharing economy-based services.Design/methodology/approachA single cross-sectional design is used in the study, with 513 travellers surveyed directly at three different tourist destinations in India. The partial least squares-structural equation modelling approach is used to analyse the data.FindingsThe research shows that congruity factors significantly influence tourists' satisfaction with sharing economy-based services. Moreover, satisfaction is strongly associated with recommendation intention for these services and customer loyalty. Additionally, the intention to recommend directly leads to increased customer loyalty.Practical implicationsThe results offer pertinent insights for stakeholders in the sharing economy, including tourism marketers, policymakers and corporations. Aligning services with the identified congruity factors can enhance user satisfaction, boost recommendation rates and foster long-standing customer loyalty.Originality/valueThis study stands out for its thorough investigation into how congruity factors influence tourist satisfaction within the context of the sharing economy. Additionally, by focusing on specific demographic differentiators, such as age (gen Z or old gen) and gender (male or female), the study provides a nuanced understanding that enriches the existing body of knowledge.