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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

The impact of online reviews on customer responses is less intense for smaller hospitality companies.

Originality/value

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.

研究目的

以往针对酒店业的在线评论研究主要集中在大型企业上, 因此这些研究结果是否也适用于中小企业尚不清楚, 而中小企业在该行业中最为普遍。本研究重点研究了酒店业中的在线评论, 分析了企业规模是否在在线评论极性与客户反应之间的关系中起到调节作用。

研究设计/方法

本研究采用2（正面与负面在线评论）×2（中小企业与大型企业）的实验研究设计, 并在两个实验环境下（酒店和餐饮）进行研究。

研究发现

对规模较小的酒店企业来说, 在线评论对客户反应的影响并不强烈。

研究创新性

本研究将企业规模作为餐厅和酒店行业中在线评论极性和客户反应关系的调节变量。

Citation

Ruiz-Equihua, D., Casaló, L.V. and Romero, J. (2023), "Company size, online reviews and customer responses: implications for SMEs in the hospitality field", Journal of Hospitality and Tourism Technology, Vol. 14 No. 3, pp. 490-502. https://doi.org/10.1108/JHTT-04-2022-0120