The Role of Online Rating and Reviews in Directing Guests Choices for Restaurant

Document Type : Original Article

Authors

1 Higher Institute for Tourism, Hotels and Computer Sciences , El-Seyouf, Alexandria

2 The Higher Institute for Tourism, Hotels and Computer Sciences, El-Seyouf, Alexandria, Egypt.

Abstract

With the growth of e-commerce in recent years, customers' attachment to online shopping has increased. This form of electronic commerce is associated with various phenomena and practices. Obtaining product information through examining previous customer ratings and reviews has become a common practice. In recent times, following product ratings and reviews has become an integral part of the purchasing decision-making process. This study aims to understand the role of customer ratings and reviews left on online platforms in influencing other customers' restaurant choices. An electronic survey questionnaire was formulated to gather the opinions of a random sample of 469 restaurant customers in Egypt. The study identified the role of eight independent variables in directing customers' restaurant choices. Reviews play a greater role than ratings in influencing these choices. Functional reviews have a greater impact than emotional reviews, and negative reviews have a stronger influence than positive ones. The density of ratings and reviews, credibility and trust in their source, and the closed relation between the reviewing parties all increase the chances of directing customer purchasing behavior. Additionally, the nature and gender of the customer play a role in shaping their restaurant choices based on the reviews and ratings they encounter, while age group does not affect this.

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Journal of Association of Arab Universities for Tourism and Hospitality
Volume 25, Issue 1
December 2023
Pages 68-105

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