The double-edged sword of user reviews: how customer feedback can build and break hotel brands

Omid Oshriyeh () and Roman Egger
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Omid Oshriyeh: University of South Carolina [Columbia]

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Abstract: This study investigates the dual role of customer feedback in shapinghotel brand reputations, examining how it can both construct anddeconstruct brand value in the digital age. Drawing from attributiontheory and justice theory, we analyze 48,352 TripAdvisor reviews from1,000 hotels to explore how internal attributions and perceived injus-tice in reviews influence value co-destruction. CorEx topic modelingand IBM Watson Tone Analyzer are utilized to explore review contentand emotion tones. The results reveal internal, stable attributions andperceived distributive, procedural, and interactional injustice provokevalue co-destructive reviewing behaviors. Five customer-based andseven company-based antecedents of value co-destruction are identi-fied that can aid hospitality brands in leveraging reviews to improvepolicies, services, staff training, and communications. This study offersa novel perspective by revealing how the qualitative aspects of custo-mer feedback, particularly emotional and linguistic tones, play a criticalrole in value co-destruction. These insights not only enrich the aca-demic discourse on brand value dynamics but also provide practicalimplications for hotel managers in enhancing brand image, perfor-mance, and responsiveness to customer feedback.

Keywords: Value co-destruction; online reviews; attribution theory; justice theory; topic modeling; customer engagement (search for similar items in EconPapers)
Date: 2025-05-21
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Published in Journal of Hospitality Marketing & Management, 2025, pp.1-39. ⟨10.1080/19368623.2025.2494567⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05196289

DOI: 10.1080/19368623.2025.2494567

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