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Extreme Negative Rating and Review Helpfulness: The Moderating Role of Product Quality

Abstract : Contrasting findings about the role of extremely negative ratings are found in the literature, thus suggesting that not all extremely negative rating reviews (ENRR) are perceived as helpful by consumers. In order to shed light on the most helpful ENRR, we have drawn on negativity bias and the signaling theory, and we have analyzed the moderating role of product quality signals in the relationship between ENRR and review helpfulness. The study is based on the analysis of 9,479 online customer reviews, posted on TripAdvisor.com, pertaining to220 French hotels. The findings highlight that ENRR is judged as being more helpful when the hotel has been awarded a certificate of excellence, and when the average rating score and the hotel classification are higher. On the basis of the results of this study, we recommend that managers of higher category hotels, with a certificate of excellence and with higher average score ratings, pay more attention to extreme negative judgements.
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https://hal.archives-ouvertes.fr/hal-03026840
Contributor : Claudio Vitari Connect in order to contact the contributor
Submitted on : Monday, November 30, 2020 - 9:01:09 PM
Last modification on : Tuesday, November 30, 2021 - 2:32:02 PM
Long-term archiving on: : Monday, March 1, 2021 - 6:12:02 PM

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Raffaele Filieri, Claudio Vitari, Elisabetta Raguseo. Extreme Negative Rating and Review Helpfulness: The Moderating Role of Product Quality. Journal of Travel Research, SAGE Publications, 2020, ⟨10.1177/0047287520916785⟩. ⟨hal-03026840⟩

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