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Company size, online reviews and customer responses: implications for SMEs in the hospitality field

Author
Ruiz Equihua, Danieluntranslated; Casaló, L.V.; Romero de la Fuente, Jaimeuntranslated
Entity
UAM. Departamento de Financiación e Investigación Comercial
Publisher
Emerald Publishing Limited
Date
2023-04-25
Citation
Journal of Hospitality and Tourism Technology 14.3 (2023): 490-502
ISSN
1757-9880
DOI
10.1108/JHTT-04-2022-0120
Funded by
The authors are grateful for the financial support received from the Ministerio de Ciencia e Innovación (AI-SERVICES PID2020-113561RB-I00; PID2019-105468RB-I00), the Professorship Excellence Program in accordance with the multi-year agreement signed by the Government of Madrid and the Autonomous University of Madrid (Line #3) and the European Social Fund and the Government of Aragon (“METODO” Research Group S20_20R; LMP51_21)
Project
Gobierno de España. PID2020-113561RB-I00; Gobierno de España. PID2019-105468RB-I00
Editor's Version
https://doi.org/10.1108/JHTT-04-2022-0120
Subjects
Tamaño de la empresa; Hoteles; Restaurantes; Comportamiento del consumidor; Company size; Customer attitude; Visiting intentions; Hotels; Restaurants; Economía
URI
http://hdl.handle.net/10486/707039
Note
This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com
Rights
© 2023 Emerald

Licencia de Creative Commons
Esta obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial 4.0 Internacional.

Abstract

Previous research into online reviews in the hospitality industry has focused mainly on big companies; thus, it is not yet known whether its findings apply also to small and medium enterprises (SMEs), the most abundant in the sector. Focusing on online reviews in the hospitality sector, this study aims to analyse whether firm size moderates the relationship between online review valence and customer responses. This study uses a 2 (positive vs negative online review) × 2 (SME vs big company) experimental research design conducted in two hospitality settings, hotels and restaurants. The impact of online reviews on customer responses is less intense for smaller hospitality companies. This study incorporates firm size as a moderator of the relationship between online review valence and customer responses in two hospitality settings, restaurants and hotels
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Google™ Scholar:Ruiz Equihua, Daniel - Casaló, L.V. - Romero de la Fuente, Jaime

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