Recognise me or pay me? How rewards for online restaurant reviews impact continuity: A cross-country investigation

Saranya  Labsomboonsiri; Shane Mathews; Edwina Luck; Rory Mulcahy

doi:10.1016/j.ijhm.2022.103289

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Recognise me or pay me? How rewards for online restaurant reviews impact continuity: A cross-country investigation

Journal article

Peer reviewed

Recognise me or pay me? How rewards for online restaurant reviews impact continuity: A cross-country investigation

Saranya Labsomboonsiri, Shane Mathews, Edwina Luck and Rory Mulcahy

International Journal of Hospitality Management, Vol.106, pp.1-11

2022

DOI: https://doi.org/10.1016/j.ijhm.2022.103289

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Abstract

Online reviews

Electronic word-of-mouth

EWOM

Motivation

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.

Details

Title: Recognise me or pay me? How rewards for online restaurant reviews impact continuity: A cross-country investigation
Authors: Saranya Labsomboonsiri (Author) - Queensland University of Technology
Shane Mathews (Author) - Queensland University of Technology
Edwina Luck (Author) - Queensland University of Technology
Rory Mulcahy (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Publication details: International Journal of Hospitality Management, Vol.106, pp.1-11
Publisher: Elsevier Ltd
DOI: 10.1016/j.ijhm.2022.103289
ISSN: 1873-4693
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland
Language: English
Record Identifier: 99659497402621
Output Type: Journal article

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6 Times Cited - Web of Science

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Collaboration types: Domestic collaboration
Web Of Science research areas: Hospitality, Leisure, Sport & Tourism

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Source: InCites