Why Do Customers Give High Online Ratings? A Quantitative Content Analysis Explaining the Effects of Service Quality Dimensions and Price in the Swedish Restaurant Industry on TripAdvisor

Elin Ã…kesson

Student thesis: Master thesis


Title: Why do customers give high online ratings? A quantitative content analysis explaining the effects of service quality dimensions and price in the Swedish restaurant industry on TripAdvisor
Purpose: The purpose of this study is to explain the relationship between the independent variables service quality dimensions and price, and the dependent variable high online reviews ratings.
Methodology: After a literature review, a visual model was created including price, service quality dimensions and customer satisfaction explaining their possible relationship with high online ratings. Empirical data was collected from restaurants in Malmö on TripAdvisor, and the data was later analyzed as binary regression in SPSS.
Result: There is a significant relationship between positive reliability, responsiveness, assurance and price and high online ratings. There is no significant relationship between positive empathy, tangibles and high online ratings.
Discussion and implications: The study is limited to high online ratings and five of the most recognized service quality dimensions. The result is hoping to provide understanding for restaurant owners, marketers and other stakeholders in the restaurant industry who want to know what to focus on to generate high online ratings.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2016
Number of pages79
SupervisorsIoanna Constantiou