Is a numerical rating provided by a customer, after he/she has purchased a product or a service, in order to express his/her satisfaction.
Published in Chapter:
A Novel Method for Calculating Customer Reviews Ratings
Ioannis S. Vourgidis (De Montfort University, UK), Jenny Carter (De Montfort University, UK), Leandros Maglaras (De Montfort University, UK), Helge Janicke (De Montfort University, UK), Zoe Folia (National Technical University of Athens, Greece), and Pavlina Fragkou (Technical Educational Institute of Athens, Greece)
Copyright: © 2018
|Pages: 19
DOI: 10.4018/978-1-5225-5384-7.ch020
Abstract
The number of consumers consulting online reviews in order to purchase a product or service, keeps growing. In addition to that, consumers can add an online review in order to express their experience upon the services or products received. This iterative process makes reviews matter regarding consumer's purchase decision. Apart from reviews, consumers are welcomed to provide numerical ratings for the product or services they bought. If a hotel is exposed to an online hotel review site, then it very possible to improve the possibility of a consumer to consider booking a room in this hotel. According to this chapter, regardless of positive or negative reviews, hotel awareness is enhanced. Online reviews significantly improve hotel awareness for lesser-known hotels than for well-known hotels.