Recognise me or pay me? How rewards for online restaurant reviews impact continuity: A cross-country investigation
Labsomboonsiri, Saranya, Mathews, Shane, Luck, Edwina, & Mulcahy, Rory Francis (2022) Recognise me or pay me? How rewards for online restaurant reviews impact continuity: A cross-country investigation. International Journal of Hospitality Management, 106, Article number: 103289.
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Description
Customer reviews play a critical role in hospitality organisational success. However, little is known about why customers continue to review. Particularly, how different rewards incentivize reviewers, and how the impact of these incentives may vary between countries. To achieve this understanding, an online reviewer continuity model is theorized and tested with data from hospitality sites with an online survey of 398 Australian and 399 Thai restaurant reviewers using structural equation modelling. The results show the impact of recognition and monetary rewards on helping consumers and restaurants, and how this enhances the reviewers’ likelihood of posting future reviews. We also demonstrate important nuances of how these results differ for Australian and Thai reviewers. The implications of these findings for theory and practice are also discussed.
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| ID Code: | 236679 | ||||
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| Item Type: | Contribution to Journal (Journal Article) | ||||
| Refereed: | Yes | ||||
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| Measurements or Duration: | 11 pages | ||||
| Keywords: | Electronic word-of-mouth, EWOM, Motivation, Online reviews | ||||
| DOI: | 10.1016/j.ijhm.2022.103289 | ||||
| ISSN: | 0278-4319 | ||||
| Pure ID: | 118255376 | ||||
| Divisions: | Current > QUT Faculties and Divisions > Faculty of Business & Law Current > Schools > School of Advertising, Marketing & Public Relations |
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| Copyright Owner: | 2022 Elsevier Ltd. | ||||
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||||
| Deposited On: | 01 Dec 2022 13:25 | ||||
| Last Modified: | 23 Jun 2026 06:56 |
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