Research on Customer Loyalty of Online Short-term Rental Service: A Meta-analysis

Online short-term rental service has developed rapidly recently. Various scholars focused on how to improve customer loyalty of online short-term rental service, but their conclusions are usually different. Therefore, we built a comprehensive analysis to derive a unified conclusion. A meta-analysis was conducted according to the effect sizes extracted from 35 empirical articles about customer loyalty of online short-term rental service. The effect of customer loyalty classification was further explored from the two sub-dimensions, behavioral loyalty and composite loyalty. The results of the main effect analysis show that only sustainability has no significant effect on attitude. The loyalty classification analysis proves the validity and particularity of the results from the perspective of sub-dimensions of loyalty. The conclusions of this study will bring significant enlightenment to the academic and industry.