Evaluating domestic bias on airline passengers’ ratings: The moderating effect of cultural value orientation

Panagiotis Stamolampros, Dimitrios Dousios, Nikolaos Korfiatis

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Abstract

We explore differences in airline passengers’ online ratings toward domestic and foreign carriers. Using a dataset of more than 380,000 airline passenger reviews obtained from TripAdvisor, we show that on average passengers express higher satisfaction (as proxied by their overall rating) for airline service encounters with domestic carriers, exhibiting a form of domestic bias. Using Hofstede’s framework, we examine how cultural dimensions influence the strength of this bias and find support for the moderating impact (positive and negative) of passengers’ cultural dimensions on their provided ratings toward domestic airlines. The study has theoretical and practical implications for international marketing researchers and airline operational planners.
Original languageEnglish
Article number102466
JournalInternational Journal of Hospitality Management
Volume87
Early online date12 Feb 2020
DOIs
Publication statusPublished - May 2020

Keywords

  • Airlines
  • Cultural orientation
  • Domestic bias
  • Electronic WOM
  • Online rating

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