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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.
* Rozenn Perrigot would like to thank M@rsouin—Armorican Mole for Research on the Information Society and Uses of the Internet (reference: TRIPADVISOR), the French National Research Agency (reference: FRANBLE‐ANR‐12‐BSH1‐0011‐01) as well as the Center in Franchising, Retail & Service Chains for their significant support, and Inga Brau for data collection during her MAIB research in 2012.
* Rozenn Perrigot would like to thank M@rsouin—Armorican Mole for Research on the Information Society and Uses of the Internet (reference: TRIPADVISOR), the French National Research Agency (reference: FRANBLE‐ANR‐12‐BSH1‐0011‐01) as well as the Center in Franchising, Retail & Service Chains for their significant support, and Inga Brau for data collection during her MAIB research in 2012.
Notes
* Rozenn Perrigot would like to thank M@rsouin—Armorican Mole for Research on the Information Society and Uses of the Internet (reference: TRIPADVISOR), the French National Research Agency (reference: FRANBLE‐ANR‐12‐BSH1‐0011‐01) as well as the Center in Franchising, Retail & Service Chains for their significant support, and Inga Brau for data collection during her MAIB research in 2012.
1 The three main organizational forms found in the hotel industry are franchising, company ownership, and management contracts (Contractor and Kundu Citation1998; Kehoe Citation1996; Kosová, Lafontaine, and Perrigot Citation2013; Wilson, Lafontaine, and Perrigot Citation2009). In this specific country of Western Europe, we observe that franchising and company ownership comprise the majority of hotels. Contract management is much less frequently employed. Kosová, Lafontaine, and Perrigot (Citation2013) noticed the same trend with only 4% of the hotels under investigation operated under a management contract.
2 These descriptive analyses are run on varying samples in terms of number of observations given that respondents have not always assessed all satisfaction criteria.
3 In addition to our regression analysis, we performed a multivariate analysis of covariance (MANCOVA) with two fixed factors (customer type: nonbusiness versus business) and hotel organizational form (company‐owned versus franchised) to provide a clear comparison between the four different conditions. The results of our MANCOVA corroborate our regression results.
Additional information
Notes on contributors
Benjamin Lawrence
Benjamin Lawrence is assistant professor at the School of Hotel Administration, Cornell University.
Rozenn Perrigot
Rozenn Perrigot is associate professor at the Graduate School of Management (IGR‐IAE), University of Rennes 1 and researcher at the Center for Research in Economics and Management (CREM UMR CNRS 6211).