Company size, online reviews and customer responses: implications for SMEs in the hospitality field

This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact [email protected] research into online reviews in the hospitality industry has focused mainly on big companies; thus, it is not yet known whether its findings apply also to small and medium enterprises (SMEs), the most abundant in the sector. Focusing on online reviews in the hospitality sector, this study aims to analyse whether firm size moderates the relationship between online review valence and customer responses. This study uses a 2 (positive vs negative online review) × 2 (SME vs big company) experimental research design conducted in two hospitality settings, hotels and restaurants. The impact of online reviews on customer responses is less intense for smaller hospitality companies. This study incorporates firm size as a moderator of the relationship between online review valence and customer responses in two hospitality settings, restaurants and hotelsThe authors are grateful for the financial support received from the Ministerio de Ciencia e Innovación (AI-SERVICES PID2020-113561RB-I00; PID2019-105468RB-I00), the Professorship Excellence Program in accordance with the multi-year agreement signed by the Government of Madrid and the Autonomous University of Madrid (Line #3) and the European Social Fund and the Government of Aragon (“METODO” Research Group S20_20R; LMP51_21

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