The influence of online reviews on consumers’ attributions of service quality and control for service standards in hotels

Browning, Victoria, So, Kevin, & Sparks, Beverley (2013) The influence of online reviews on consumers’ attributions of service quality and control for service standards in hotels. Journal of Travel and Tourism Marketing, 30(1-2), pp. 23-40.

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Online travel reviews are emerging as a powerful source of information affecting tourists' pre-purchase evaluation of a hotel organization. This trend has highlighted the need for a greater understanding of the impact of online reviews on consumer attitudes and behaviors. In view of this need, we investigate the influence of online hotel reviews on consumers' attributions of service quality and firms' ability to control service delivery. An experimental design was used to examine the effects of four independent variables: framing; valence; ratings; and target. The results suggest that in reviews evaluating a hotel, remarks related to core services are more likely to induce positive service quality attributions. Recent reviews affect customers' attributions of controllability for service delivery, with negative reviews exerting an unfavorable influence on consumers' perceptions. The findings highlight the importance of managing the core service and the need for managers to act promptly in addressing customer service problems.

Impact and interest:

28 citations in Scopus
23 citations in Web of Science®
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ID Code: 57907
Item Type: Journal Article
Refereed: Yes
Keywords: Online Reviews, e-Complaints, Service Quality, Attributions, Word of Mouth
DOI: 10.1080/10548408.2013.750971
ISSN: 1054-8408
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Management (150603)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Deposited On: 07 Mar 2013 23:07
Last Modified: 27 Jun 2017 09:47

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