Flying to Quality: Cultural Influences on Online Reviews

Journal of Travel Research (Forthcoming)

42 Pages Posted: 13 Apr 2018

See all articles by Panagiotis Stamolampros

Panagiotis Stamolampros

University of Leeds - Faculty of Business

Nikolaos Korfiatis

University of East Anglia (UEA) - Norwich Business School

Panos Kourouthanassis

Ionian University - Department of Informatics

Efthymia Symitsi

University of Leeds - Division of Accounting and Finance; University of Leeds - Faculty of Business

Date Written: February 13, 2018

Abstract

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.

Keywords: Electronic WOM, Online Reviews, Service Quality, Airlines, Cultural Differences, Structural Topic Models

Suggested Citation

Stamolampros, Panagiotis and Korfiatis, Nikolaos and Kourouthanassis, Panos and Symitsi, Efthymia, Flying to Quality: Cultural Influences on Online Reviews (February 13, 2018). Journal of Travel Research (Forthcoming), Available at SSRN: https://ssrn.com/abstract=3123103

Panagiotis Stamolampros

University of Leeds - Faculty of Business ( email )

Leeds LS2 9JT
United Kingdom

Nikolaos Korfiatis (Contact Author)

University of East Anglia (UEA) - Norwich Business School ( email )

Norwich
NR4 7TJ
United Kingdom

Panos Kourouthanassis

Ionian University - Department of Informatics ( email )

Plateia Tsirigoti 7
Corfu, 49100
Greece

Efthymia Symitsi

University of Leeds - Division of Accounting and Finance ( email )

Leeds LS2 9JT
United Kingdom

University of Leeds - Faculty of Business ( email )

Leeds LS2 9JT
United Kingdom

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