Flying to quality: Cultural influences on online reviews

Stamolampros, Panagiotis, Korfiatis, Nikolaos ORCID:, Kourouthanassis, Panos and Symitsi, Efthymia (2019) Flying to quality: Cultural influences on online reviews. Journal of Travel Research, 58 (3). pp. 496-511. ISSN 0047-2875

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Customers increasingly consult opinions expressed online before making their final decisions. However, inherent factors such as culture may moderate the criteria and the weights individuals use to form their expectations and evaluations. Therefore, not all opinions expressed online match customers’ personal preferences, neither can firms use this information to deduce general conclusions. Our study explores this issue in the context of airline services using Hofstede’s framework as a theoretical anchor. We gauge the effect of each dimension as well as that of cultural distance between the passenger and the airline on the overall satisfaction with the flight as well as specific service factors. Using topic modeling, we also capture the effect of culture on review text and identify factors that are not captured by conventional rating scales. Our results provide significant insights for airline managers about service factors that affect more passengers from specific cultures leading to higher satisfaction/dissatisfaction.

Item Type: Article
Uncontrolled Keywords: electronic wom,online reviews,service quality,airlines,cultural differences,structural topic model
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Centres > Centre for Competition Policy
Faculty of Social Sciences > Research Groups > Innovation, Technology and Operations Management
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Depositing User: Pure Connector
Date Deposited: 13 Feb 2018 14:30
Last Modified: 20 Apr 2023 00:51
DOI: 10.1177/0047287518764345


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