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I Hear You: Does Quality Improve with Customer Voice?

Author

Listed:
  • Uttara Ananthakrishnan

    (Foster School of Business, University of Washington, Seattle, Washington 98195)

  • Davide Proserpio

    (Marshall School of Business, University of Southern California, Los Angeles, California 90089)

  • Siddhartha Sharma

    (Kelley School of Business, Indiana University, Bloomington, Indiana 47405)

Abstract

In a static quality context, online reviews and ratings help consumers separate high- and low-quality firms. In a dynamic quality context, however, reviews can inform and incentivize low-rated firms to improve their quality and lower the quality gap with high-rated firms. In this paper, we empirically test this hypothesis by analyzing the U.S. hotel industry using data from two major online consumer review platforms: Tripadvisor and Expedia. Using a combination of econometric and natural language processing tools, we present the following findings. First, hotels that are more likely to pay attention to reviews increase their ratings more than hotels that are less likely to pay attention to reviews. Second, these hotels increase their ratings by improving on issues frequently mentioned in their reviews. Third, we find that low-rated hotels experience larger gains in ratings as they have more margin for improvement than high-rated hotels. Overall, our results suggest that online reviews are a valuable source of information for firms and may improve consumer welfare.

Suggested Citation

  • Uttara Ananthakrishnan & Davide Proserpio & Siddhartha Sharma, 2023. "I Hear You: Does Quality Improve with Customer Voice?," Marketing Science, INFORMS, vol. 42(6), pages 1143-1161, November.
    • Handle: RePEc:inm:ormksc:v:42:y:2023:i:6:p:1143-1161
    DOI: 10.1287/mksc.2023.1437
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    References listed on IDEAS

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    Cited by:

    1. Feiyu Hu & Jun Pan & Haijun Wang, 2024. "Unveiling the spatial and temporal variation of customer sentiment in hotel experiences: a case study of Beppu City, Japan," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    2. Rupali Kaul & Stephen J. Anderson & Pradeep K. Chintagunta & Naufel Vilcassim, 2025. "Call Me Maybe: Does Customer Feedback Seeking Impact Nonsolicited Customers?," Marketing Science, INFORMS, vol. 44(1), pages 129-154, January.
    3. Rubing Li & Arun Sundararajan, 2024. "The Rise of Recommerce: Ownership and Sustainability with Overlapping Generations," Papers 2405.09023, arXiv.org.
    4. Dimitrios Tsekouras & Dominik Gutt & Irina Heimbach, 2024. "The robo bias in conversational reviews: How the solicitation medium anthropomorphism affects product rating valence and review helpfulness," Journal of the Academy of Marketing Science, Springer, vol. 52(6), pages 1651-1672, November.

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