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Extreme Negative Rating and Review Helpfulness: The Moderating Role of Product Quality

Author

Listed:
  • Raffaele Filieri

    (Audencia Business School)

  • Claudio Vitari

    (AMU - Aix Marseille Université)

  • Elisabetta Raguseo

    (Polito - Politecnico di Torino = Polytechnic of Turin)

Abstract

Contrasting findings about the role of extremely negative ratings are found in the literature, thus suggesting that not all extremely negative rating reviews (ENRR) are perceived as helpful by consumers. In order to shed light on the most helpful ENRR, we have drawn on negativity bias and the signaling theory, and we have analyzed the moderating role of product quality signals in the relationship between ENRR and review helpfulness. The study is based on the analysis of 9,479 online customer reviews, posted on TripAdvisor.com, pertaining to220 French hotels. The findings highlight that ENRR is judged as being more helpful when the hotel has been awarded a certificate of excellence, and when the average rating score and the hotel classification are higher. On the basis of the results of this study, we recommend that managers of higher category hotels, with a certificate of excellence and with higher average score ratings, pay more attention to extreme negative judgements.

Suggested Citation

  • Raffaele Filieri & Claudio Vitari & Elisabetta Raguseo, 2020. "Extreme Negative Rating and Review Helpfulness: The Moderating Role of Product Quality," Post-Print hal-03026840, HAL.
    • Handle: RePEc:hal:journl:hal-03026840
    DOI: 10.1177/0047287520916785
    Note: View the original document on HAL open archive server: https://hal.science/hal-03026840
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    Cited by:

    1. Girardin, Florent & Bezençon, Valéry & Lunardo, Renaud, 2021. "Dealing with poor online ratings in the hospitality service industry: The mitigating power of corporate social responsibility activities," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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