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Influence of Organizational Form and Customer Type on Online Customer Satisfaction Ratings

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  • Benjamin Lawrence
  • Rozenn Perrigot

Abstract

In this paper, we explore the impact of the organizational form (company‐owned versus franchised) and the type of customer (nonbusiness versus business) on online consumer‐generated satisfaction ratings in the hotel industry. Our empirical study deals with 6,348 ripdvisor reviews regarding stays at one of 134 hotels of a plural form chain located in a estern uropean country. Our main finding reveals that the type of customer moderates the relationship between organizational form and customer satisfaction; business travelers having higher satisfaction with franchised hotels than company‐owned hotels in terms of satisfaction. We discuss the implications of these findings for the management of plural form chains.

Suggested Citation

  • Benjamin Lawrence & Rozenn Perrigot, 2015. "Influence of Organizational Form and Customer Type on Online Customer Satisfaction Ratings," Journal of Small Business Management, Taylor & Francis Journals, vol. 53(S1), pages 58-74, October.
    • Handle: RePEc:taf:ujbmxx:v:53:y:2015:i:s1:p:58-74
    DOI: 10.1111/jsbm.12184
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    Cited by:

    1. Wei Jiang & Liwen Wang & Kevin Zhou, 2022. "Green Practices and Customer Evaluations of the Service Experience: The Moderating Roles of External Environmental Factors and Firm Characteristics," Post-Print hal-04015637, HAL.
    2. Sánchez-Gómez, Roberto & Vázquez-Suárez, Luis, 2024. "Organizational structure and store performance in the grocery retail industry: The moderating role of narcissistic leadership," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Wei Jiang & Liwen Wang & Kevin Zheng Zhou, 2023. "Green Practices and Customer Evaluations of the Service Experience: The Moderating Roles of External Environmental Factors and Firm Characteristics," Journal of Business Ethics, Springer, vol. 183(1), pages 237-253, February.

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