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The effect of online customer reviews and online customer ratings on hotel room booking with trust as intervening variable

Author

Listed:
  • Ruth Helen Aprita Sihotang

    (Department of Economics and Business, Universitas Kristen Indonesia)

  • Fenny BNL Tobing

    (Department of Economics and Business, Universitas Kristen Indonesia)

  • Ktut Silvanita Mangani

    (Department of Magister Management, Graduate School, Universitas Kristen Indonesia)

Abstract

This study aims to determine the effect of online customer reviews and online customer ratings on purchase intent (hotel room booking) with trust as an intervening variable at Hotel-X in East Jakarta, Indonesia. The data collected using questionnaires distributed to 105 respondents. The sampling method used is nonprobability sampling with an accidental sampling technique. The data is analysed using Partial Least Square (PLS). The results of the study show that online customer reviews and customer trust have a significant and positive effect on hotel room booking. Online customer ratings have a significant and positive effect on hotel room booking, as well as on customer trust. However, trust variable insignificantly affects the hotel room booking. The results explain that the customers of Hotel-X have already put their trust in the hotel. However, the hotel still has to focus on online customer reviews and ratings to increase its room booking

Suggested Citation

  • Ruth Helen Aprita Sihotang & Fenny BNL Tobing & Ktut Silvanita Mangani, 2021. "The effect of online customer reviews and online customer ratings on hotel room booking with trust as intervening variable," Technium Social Sciences Journal, Technium Science, vol. 16(1), pages 460-471, February.
    • Handle: RePEc:tec:journl:v:16:y:2021:i:1:p:460-471
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    More about this item

    Keywords

    Online customer reviews; Online customer ratings; Intervening variable; Hotel room booking;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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