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Differential Effects of the Valence and Volume of Online Reviews on Customer Share of Visits: The Case of US Casual Dining Restaurant Brands

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  • Jooa Baek

    (Doctor of Business Administration Program, Goldey-Beacom College, Wilmington, DE 19808, USA)

  • Yeongbae Choe

    (Department of Integrated Resort and Tourism Management, University of Macau, Macao SAR, China)

Abstract

Online customer reviews increasingly influence customer purchase decisions. Indeed, many customers have highlighted the significance of online reviews as an influential source of information. This study reports an investigation of the differential effects of online reviews, such as valence and volume, on the customer share of visits. Our findings suggest that valence (i.e., star rating) had more effect, giving a higher average check size to restaurants on the share of visits, while number reviews (volume) did not drive the share of visits to restaurants regardless of the average check size. Therefore, the ideal for casual dining restaurant brands would be to manage highly positive ratings to retain their customers.

Suggested Citation

  • Jooa Baek & Yeongbae Choe, 2020. "Differential Effects of the Valence and Volume of Online Reviews on Customer Share of Visits: The Case of US Casual Dining Restaurant Brands," Sustainability, MDPI, vol. 12(13), pages 1-11, July.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:13:p:5408-:d:380229
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    References listed on IDEAS

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    Cited by:

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    2. Zibarzani, Masoumeh & Abumalloh, Rabab Ali & Nilashi, Mehrbakhsh & Samad, Sarminah & Alghamdi, O.A. & Nayer, Fatima Khan & Ismail, Muhammed Yousoof & Mohd, Saidatulakmal & Mohammed Akib, Noor Adelyna, 2022. "Customer satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology," Technology in Society, Elsevier, vol. 70(C).

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