Flying to quality: Cultural influences on online reviews

Panagiotis Stamolampros, Nikolaos Korfiatis, Panos Kourouthanassis, Efthymia Symitsi

Research output: Contribution to journalArticlepeer-review

70 Citations (Scopus)
35 Downloads (Pure)


Customers increasingly consult opinions expressed online before making their final decisions. However, inherent factors such as culture may moderate the criteria and the weights individuals use to form their expectations and evaluations. Therefore, not all opinions expressed online match customers’ personal preferences, neither can firms use this information to deduce general conclusions. Our study explores this issue in the context of airline services using Hofstede’s framework as a theoretical anchor. We gauge the effect of each dimension as well as that of cultural distance between the passenger and the airline on the overall satisfaction with the flight as well as specific service factors. Using topic modeling, we also capture the effect of culture on review text and identify factors that are not captured by conventional rating scales. Our results provide significant insights for airline managers about service factors that affect more passengers from specific cultures leading to higher satisfaction/dissatisfaction.
Original languageEnglish
Pages (from-to)496-511
Number of pages16
JournalJournal of Travel Research
Issue number3
Early online date9 Apr 2018
Publication statusPublished - 1 Mar 2019


  • electronic WOM
  • online reviews
  • service quality
  • airlines
  • cultural differences
  • structural topic model

Cite this