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The Influence of Online Reviews on Consumers' Attributions of Service Quality

and Control for Service Standards in Hotels

Article  in  Journal of Travel & Tourism Marketing · January 2013

DOI: 10.1080/10548408.2013.750971

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3 authors:

Victoria Browning Kevin Kam Fung So

Queensland University of Technology Oklahoma State University - Stillwater
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Beverley Anne Sparks

Griffith University
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 Journal of Travel & Tourism Marketing, 30:23–40, 2013
Copyright © Taylor & Francis Group, LLC
ISSN: 1054-8408 print / 1540-7306 online
DOI: 10.1080/10548408.2013.750971

THE INFLUENCE OF ONLINE REVIEWS ON

CONSUMERS’ ATTRIBUTIONS OF SERVICE
QUALITY AND CONTROL FOR SERVICE
STANDARDS IN HOTELS
Victoria Browning
Kevin Kam Fung So
Beverley Sparks
Downloaded by [b.sparks] at 12:30 05 March 2013

ABSTRACT. Online travel reviews are emerging as a powerful source of information affecting
tourists’ pre-purchase evaluation of a hotel organization. This trend has highlighted the need for a
greater understanding of the impact of online reviews on consumer attitudes and behaviors. In view
of this need, we investigate the influence of online hotel reviews on consumers’ attributions of service
quality and firms’ ability to control service delivery. An experimental design was used to examine the
effects of four independent variables: framing; valence; ratings; and target. The results suggest that in
reviews evaluating a hotel, remarks related to core services are more likely to induce positive service
quality attributions. Recent reviews affect customers’ attributions of controllability for service deliv-
ery, with negative reviews exerting an unfavorable influence on consumers’ perceptions. The findings
highlight the importance of managing the core service and the need for managers to act promptly in
addressing customer service problems.

KEYWORDS. Online reviews, e-complaints, travel choice, attributions, word of mouth, service
quality, service failure

INTRODUCTION opportunity to assess the quality of service they

The Internet is being used increasingly
by consumers to inform their decisions on
which holiday destination to visit or hotel to
book. Without actually experiencing the hotel
or holiday destination, travelers have limited
will receive and whether it will meet their
expectations. Holidays are intangible products
that are produced and consumed concurrently
and therefore difficult to evaluate prior to their
consumption (Litvin, Goldsmith, & Pan, 2008;
Papathanassis & Knolle, 2011). In making their

Victoria Browning is in the School of Management at Queensland University of Technology, GPO Box
2434, Brisbane, Queensland 4001, Australia (E-mail: vicky.browning@qut.edu.au).
Kevin Kam Fung So (E-mail: k.so@griffith.edu.au) and Beverley Sparks (E-mail: b.sparks@griffith.edu.
au) are in the Centre for Tourism, Sport and Services Research, Griffith Business School, Gold Coast Campus,
Griffith University, Queensland, 4222, Australia.
This research was funded by Griffith University’s Tourism, Sport, and Services Research Centre. The
authors are grateful for the helpful comments of the three anonymous reviewers.
Authors listed alphabetically.
Address correspondence to: Beverley Sparks at the above address.

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