ABSTRACT

In a digital, global world, a paradigm shift in marketing has led companies and customers to become increasingly interconnected through the Internet and social media. Drawing on online review data from 64,285 hotel guests from 36 countries, this research explores the dynamics between customer engagement and recommendation intentions, adopting a cultural perspective. The results reveal that highly engaged customers generally provide more positive reviews. Regarding whether customers issue a recommendation, uncertainty avoidance exerts a context-dependent influence on negative sentiment. An information-motivated herding effect also arises, such that reviews reflect their immediately preceding reviews. Marketing managers thus should complement analyses of satisfaction scores with automatic analyses of textual sentiments in reviews.

摘要

在数字化、全球化的世界中，营销模式的转变导致公司和客户通过互联网和社交媒体变得越来越相互联系。本研究利用来自 36 个国家/地区的 64,285 名酒店客人的在线评论数据，从文化角度探讨了客户参与度与推荐意图之间的动态关系。结果表明，参与度高的客户通常会提供更积极的评价。关于客户是否提出建议，不确定性规避对负面情绪产生了依赖于上下文的影响。还出现了信息驱动的羊群效应，这样评论反映了他们之前的评论。因此，营销经理应该通过自动分析评论中的文本情感来补充满意度得分分析。