The effect of online customer reviews and online customer ratings on hotel room booking with trust as intervening variable

Ruth Helen Aprita Sihotang (), Fenny BNL Tobing () and Ktut Silvanita Mangani ()
Additional contact information
Ruth Helen Aprita Sihotang: Department of Economics and Business, Universitas Kristen Indonesia
Fenny BNL Tobing: Department of Economics and Business, Universitas Kristen Indonesia
Ktut Silvanita Mangani: Department of Magister Management, Graduate School, Universitas Kristen Indonesia

Technium Social Sciences Journal, 2021, vol. 16, issue 1, 460-471

Abstract: This study aims to determine the effect of online customer reviews and online customer ratings on purchase intent (hotel room booking) with trust as an intervening variable at Hotel-X in East Jakarta, Indonesia. The data collected using questionnaires distributed to 105 respondents. The sampling method used is nonprobability sampling with an accidental sampling technique. The data is analysed using Partial Least Square (PLS). The results of the study show that online customer reviews and customer trust have a significant and positive effect on hotel room booking. Online customer ratings have a significant and positive effect on hotel room booking, as well as on customer trust. However, trust variable insignificantly affects the hotel room booking. The results explain that the customers of Hotel-X have already put their trust in the hotel. However, the hotel still has to focus on online customer reviews and ratings to increase its room booking

Keywords: Online customer reviews; Online customer ratings; Intervening variable; Hotel room booking (search for similar items in EconPapers)
Date: 2021
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://techniumscience.com/index.php/socialsciences/article/view/2625/988 (application/pdf)
https://techniumscience.com/index.php/socialsciences/article/view/2625 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:v:16:y:2021:i:1:p:460-471

Access Statistics for this article

Technium Social Sciences Journal is currently edited by Tasente Tanase

More articles in Technium Social Sciences Journal from Technium Science
Bibliographic data for series maintained by Tasente Tanase ( this e-mail address is bad, please contact ).