Portal de Periódicos da CAPES

Influence of Organizational Form and Customer Type on Online Customer Satisfaction Ratings

2015; Wiley; Volume: 53; Linguagem: Inglês

10.1111/jsbm.12184

0047-2778

Benjamin Lawrence, Rozenn Perrigot,

Consumer Market Behavior and Pricing

Journal of Small Business ManagementVolume 53, Issue S1 p. 58-74 Original Article Influence of Organizational Form and Customer Type on Online Customer Satisfaction Ratings† Benjamin Lawrence, Corresponding Author Benjamin LawrenceBenjamin Lawrence is assistant professor at the School of Hotel Administration, Cornell University.Address correspondence to: Benjamin Lawrence, School of Hotel Administration, 565b Statler Hall, Cornell University, Ithaca, NY 14850. E-mail: [email protected].Search for more papers by this authorRozenn Perrigot, Rozenn PerrigotRozenn Perrigot is associate professor at the Graduate School of Management (IGR-IAE), University of Rennes 1 and researcher at the Center for Research in Economics and Management (CREM UMR CNRS 6211).Search for more papers by this author Benjamin Lawrence, Corresponding Author Benjamin LawrenceBenjamin Lawrence is assistant professor at the School of Hotel Administration, Cornell University.Address correspondence to: Benjamin Lawrence, School of Hotel Administration, 565b Statler Hall, Cornell University, Ithaca, NY 14850. E-mail: [email protected].Search for more papers by this authorRozenn Perrigot, Rozenn PerrigotRozenn Perrigot is associate professor at the Graduate School of Management (IGR-IAE), University of Rennes 1 and researcher at the Center for Research in Economics and Management (CREM UMR CNRS 6211).Search for more papers by this author First published: 18 September 2015 https://doi.org/10.1111/jsbm.12184Citations: 14 †Rozenn Perrigot would like to thank M@rsouin—Armorican Mole for Research on the Information Society and Uses of the Internet (reference: TRIPADVISOR), the French National Research Agency (reference: FRANBLE-ANR-12-BSH1-0011-01) as well as the Center in Franchising, Retail & Service Chains for their significant support, and Inga Brau for data collection during her MAIB research in 2012. Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onEmailFacebookTwitterLinkedInRedditWechat Abstract In this paper, we explore the impact of the organizational form (company-owned versus franchised) and the type of customer (nonbusiness versus business) on online consumer-generated satisfaction ratings in the hotel industry. Our empirical study deals with 6,348 TripAdvisor reviews regarding stays at one of 134 hotels of a plural form chain located in a Western European country. Our main finding reveals that the type of customer moderates the relationship between organizational form and customer satisfaction; business travelers having higher satisfaction with franchised hotels than company-owned hotels in terms of satisfaction. We discuss the implications of these findings for the management of plural form chains. References Alon, I., L. Ni, and Y. Wang (2012). "Examining the Determinants of Hotel Chain Expansion Through International Franchising," International Journal of Hospitality Management 31(2), 379–386. Anderson, E. E. (1984). "The Growth and Performance of Franchise Systems: Company versus Franchisee Ownership," Journal of Economics and Business 36(4), 421–431. Anderson, S., L. K. Pearo, and S. K. Widener (2008). "Drivers of Service Satisfaction Linking Customer Satisfaction to the Service Concept and Customer Characteristics," Journal of Service Research 10(4), 365–381. Andreassen, T. W., and B. Lindestad (1998). "Customer Loyalty and Complex Services: The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise," International Journal of Service Industry Management 9(1), 7–23. Azevedo, P. F., and V. L. Silva (2007). " Governance Inseparability in Franchising: Multi-Case Study in France and Brazil," in Economics and Management of Networks. Eds. G. Cliquet, M. Tuunanen, G. Hendrikse and J. Windsperger. Windsperger. Heidelberg: Physica-Verlag, 97–115. Barthélemy, J. (2008). "Opportunism, Knowledge, and the Performance of Franchise Chains," Strategic Management Journal 29(13), 1451–1463. Beheler, R. L., S. W. Norton, and K. C. Sen (2008). " A Comparison of Company Owned and Franchised Fast Food Outlet Performance: Insights from Health Inspection Scores," in Strategy and Governance of Networks. Eds. G. Hendrikse, M. Tuunanen, J. Windsperger, and G. Cliquet. Heidelberg: Physica-Verlag, 113–125. Bergen, M., S. Dutta, and O. C. Walker, Jr. (1992). "Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories," The Journal of Marketing 56(3), 1–24. Blair, R. D., and F. Lafontaine (2005). The Economics of Franchising. Cambridge: Cambridge University Press. Botti, L., W. Briec, and G. Cliquet (2009). "Plural Forms versus Franchise and Company-Owned Systems: A DEA Approach of Hotel Chain Performance," Omega 37(3), 566–578. Bradach, J. L. (1997). "Using the Plural Form in the Management of Restaurant Chains," Administrative Science Quarterly 42(2), 276–303. Bradach, J. L. (1998). Franchise Organizations. Boston, Mass: Harvard Business Press. Bradach, J. L., and R. G. Eccles (1989). "Price, Authority, and Trust: From Ideal Types to Plural Forms," Annual Review of Sociology 15(1), 97–118. Brand, M. J., and E. P. M. Croonen (2010). "Franchised and Small, the Most Beautiful of All; HRM and Performance in Plural Systems," Journal of Small Business Management 48(4), 605–626. Brickley, J. A., and F. H. Dark (1987). "The Choice of Organizational Form: The Case of Franchising," Journal of Financial Economics 18(2), 401–420. Brickley, J. A., F. H. Dark, and M. S. Weisbach (1991). "An Agency Perspective on Franchising," Financial Management 20(1), 27–35. Briggs, S., J. Sutherland, and S. Drummond (2007). "Are Hotels Serving Quality? An Exploratory Study of Service Quality in the Scottish Hotel Sector," Tourism Management 28(4), 1006–1019. Brookes, M., and A. Roper (2012). "Realising Plural-Form Benefits in International Hotel Chains," Tourism Management 33(3), 580–591. Bryant, B. E., and J. Cha (1996). "Crossing the Threshold: Some Customers Are Harder to Please than Others, So Analyze Satisfaction Scores Carefully," Marketing Research 8, 20–28. Carney, M., and E. Gedajlovic (1991). "Vertical Integration in Franchise Systems: Agency Theory and Resource Explanations," Strategic Management Journal 12(8), 607–629. Castrogiovanni, G. J., J. G. Combs, and R. T. Justis (2006). "Resource Scarcity and Agency Theory Predictions Concerning the Continued Use of Franchising in Multi-Outlet Networks," Journal of Small Business Management 44(1), 27–44. Caves, R. E., and W. F. Murphy, II (1976). "Franchising: Firms, Markets, and Intangible Assets," Southern Economic Journal 42(4), 572–586. Chaiken, S., and S. Yates (1985). "Affective–Cognitive Consistency and Thought-Induced Attitude Polarization," Journal of Personality and Social Psychology 49(6), 1470. Chaudhuri, A., P. Ghosh, and C. Spell (2001). "A Location Based Theory of Franchising," Journal of Business and Economics Studies 7(1), 54–67. Chaves, M. S., R. Gomes, and C. Pedron (2012). "Analysing Reviews in The Web 2.0: Small and Medium Hotels in Portugal," Tourism Management 33(5), 1286–1287. Chen, J. J., and I. Dimou (2005). "Expansion Strategy of International Hotel Firms," Journal of Business Research 58(12), 1730–1740. Chiou, J.-S., and C. Droge (2006). "Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework," Journal of the Academy of Marketing Science 34(4), 613–627. Cliquet, G., and T. Pénard (2012). "Plural Form Franchise Networks: A Test of Bradach's Model," Journal of Retailing and Consumer Services 19(1), 159–167. Cochet, O., J. Dormann, and T. Ehrmann (2008). "Capitalizing on Franchisee Autonomy: Relational Forms of Governance as Controls in Idiosyncratic Franchise Dyads," Journal of Small Business Management 46(1), 50–72. Combs, J. G., and D. J. Ketchen (1999). "Can Capital Scarcity Help Agency Theory Explain Franchising? Revisiting the Capital Scarcity Hypothesis," Academy of Management Journal 42(2), 196–207. Combs, J. G., and D. J. Ketchen (2003). "Why Do Firms Use Franchising as an Entrepreneurial Strategy?: A Meta-Analysis," Journal of Management 29(3), 443–465. Contractor, F. J., and S. K. Kundu (1998). "Modal Choice in a World of Alliances: Analyzing Organizational Forms in the International Hotel Sector," Journal of International Business Studies 29(2), 325–358. Czellar, S. (2003). "Consumer Attitude Toward Brand Extensions: An Integrative Model and Research Propositions," International Journal of Research in Marketing 20(1), 97–115. Dahlstrom, R., S. A. Haugland, A. Nygaard, and A. I. Rokkan (2009). "Governance Structures in the Hotel Industry," Journal of Business Research 62(8), 841–847. Dant, R. P. (2008). "A Futuristic Research Agenda for the Field of Franchising," Journal of Small Business Management 46(1), 91–98. Dant, R. P., M. Grünhagen, and J. Windsperger (2011). "Franchising Research Frontiers for the Twenty-First Century," Journal of Retailing 87(3), 253–268. Dant, R. P., P. J. Kaufmann, and A. K. Paswan (1992). "Ownership Redirection in Franchised Channels," Journal of Public Policy and Marketing 11(1), 33–44. Dant, R. P., A. K. Paswan, and P. J. Kaufmann (1996). "What We Know About Ownership Redirection in Franchising: A Meta-Analysis," Journal of Retailing 72(4), 429–444. Dant, R. P., R. Perrigot, and G. Cliquet (2008). "A Cross-Cultural Comparison of the Plural Forms in Franchise Networks: United States, France, and Brazil," Journal of Small Business Management 46(2), 286–311. Dunning, J. H., Y. S. Pak, and S. Beldona (2007). "Foreign Ownership Strategies of UK and US International Franchisors: An Exploratory Application of Dunning's Envelope Paradigm," International Business Review 16(5), 531–548. El Akremi, A., R. Perrigot, and I. Piot-Lepetit (2015). "Examining the Drivers for Franchised Chains Performance Through the Lens of the Dynamic Capabilities Approach," Journal of Small Business Management 53(1), 145–165. Elango, B. (2007). "Are Franchisors with International Operations Different from Those Who Are Domestic Market Oriented?" Journal of Small Business Management 45(2), 179–193. Fernández-Barcala, M., M. González-Díaz, and J. Prieto-Rodriguez (2010). "Hotel Quality Appraisal on the Internet: A Market for Lemons?" Tourism Economics 16(2), 345–360. Fladmoe-Lindquist, K., and L. L. Jacque (1995). "Control Modes in International Service Operations: The Propensity to Franchise," Management Science 41(7), 1238–1249. Freedman, M., and R. Kosová (2014). "Agency and Compensation: Evidence from the Hotel Industry," Journal of Law, Economics, and Organization 30(1), 72–103. González-Díaz, M., and V. Solis-Rodriguez (2012). "Why Do Entrepreneurs use Franchising as a Financial Tool? An Agency Explanation," Journal of Business Venturing 27(3), 325–341. Hair, J. F., W. C. Black, B. J. Babin, and R. E. Anderson (2009). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall. Handley, S. M., and W. C. Benton, Jr. (2012). "The Influence of Exchange Hazards and Power on Opportunism in Outsourcing Relationships," Journal of Operations Management 30(1), 55–68. Jamal, A., and K. Anastasiadou (2009). "Investigating the Effects of Service Quality Dimensions and Expertise on Loyalty," European Journal of Marketing 43(3/4), 398–420. Jensen, M. C., and W. H. Meckling (1976). "Theory of the Firm: Managerial Behavior, Agency Costs and Ownership Structure," Journal of Financial Economics 3(4), 305–360. Jin, G. Z., and P. Leslie (2009). "Reputational Incentives for Restaurant Hygiene," American Economic Journal: Microeconomics 1(1), 237–267. Judd, C. M., and C. M. Lusk (1984). "Knowledge Structures and Evaluative Judgments: Effects of Structural Variables on Judgmental Extremity," Journal of Personality and Social Psychology 46(6), 1193–1207. Kashyap, R., and D. C. Bojanic (2000). "A Structural Analysis of Value, Quality, and Price Perceptions of Business and Leisure Travelers," Journal of Travel Research 39(1), 45–51. Kaufmann, P. J., and S. Eroglu (1999). "Standardization and Adaptation in Business Format Franchising," Journal of Business Venturing 14(1), 69–85. Kehoe, M. R. (1996). "Franchising, Agency Problems, and the Cost of Capital," Applied Economics 28(11), 1485–1493. Kosová, R., and F. Lafontaine (2012). "Much Ado about Chains: A Research Agenda," International Journal of Industrial Organization 30(3), 303–308. Kosová, R., F. Lafontaine, and R. Perrigot (2013). "Organizational Form and Performance: Evidence from the Hotel Industry," Review of Economics and Statistics 95, 1303–1323. Krueger, A. B. (1991). "Ownership, Agency, and Wages: An Examination of Franchising in the Fast Food Industry," The Quarterly Journal of Economics 106(1), 75–101. Lafontaine, F. (1992). "Agency Theory and Franchising: Some Empirical Results," Rand Journal of Economics 23(2), 263–283. Lafontaine, F., and K. L. Shaw (2005). "Targeting Managerial Control: Evidence from Franchising," The Rand Journal of Economics 36(1), 131–150. Meiseberg, B. (2012). "The Prevalence and Performance Impact of Synergies in the Plural Form," Managerial and Decision Economics 34, 140–160. Mellewigt, T., T. Ehrmann, and C. Decker (2011). "How Does the Franchisor's Choice of Different Control Mechanisms Affect Franchisees' and Employee-Managers' Satisfaction?" Journal of Retailing 87(3), 320–331. Michael, S. C. (2000). "The Effect of Organizational Form on Quality: The Case of Franchising," Journal of Economic Behavior and Organization 43(3), 295–318. Mittal, V., and W. A. Kamakura (2001). "Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics," Journal of Marketing Research 38(1), 131–142. O'Neill, J. W., A. S. Mattila, and Q. Xiao (2006). "Hotel Guest Satisfaction and Brand Performance: The Effect of Franchising Strategy," Journal of Quality Assurance in Hospitality and Tourism 7(3), 25–39. Oxenfeldt, A. R., and A. O. Kelly (1968). "Will Successful Franchise Systems Ultimately Become Wholly-Owned Chains?" Journal of Retailing 44(4), 69–83. Peracchio, L. A., and A. M. Tybout (1996). "The Moderating Role of Prior Knowledge in Schema-Based Product Evaluation," Journal of Consumer Research 23(3), 177–192. Perrigot, R., and O. Herrbach (2012). "The Plural Form from the Inside: A Study of Franchisee Perception of Company-Owned Outlets within Their Network," International Journal of Retail and Distribution Management 40(7), 544–563. Perrigot, R., and T. Pénard (2013). "Determinants of E-Commerce Strategy in Franchising: A Resource-Based View," International Journal of Electronic Commerce 17(3), 109–130. Perrigot, R., G. Cliquet, and I. Piot-Lepetit (2009). "Plural Form Chain and Efficiency: Insights from the French Hotel Chains and the DEA Methodology," European Management Journal 27(4), 268–280. Perrigot, R., M. Kacker, G. Basset, and G. Cliquet (2012). "Antecedents of Early Adoption and Use of Social Media Networks for Stakeholder Communications: Evidence from Franchising," Journal of Small Business Management 50(4), 539–565. Perrigot, R., B. López-Fernández, and S. Eroglu (2013). "Intangible Resources and Plural Form as Drivers of Franchise Internationalization: Examination within a Two-Country Perspective," Journal of Small Business Management 51(4), 557–577. Perrigot, R., B. Oxibar, and F. Dejean (2015). "Corporate Social Disclosure in the Franchising Sector: Insights from French Franchisors' Websites," Journal of Small Business Management 53(2), 321–339. Reinartz, W., and V. Kumar (2002). "The Mismanagement of Customer Loyalty," Harvard Business Review 80(7), 86–95. Rubin, P. H. (1978). "The Theory of the Firm and the Structure of the Franchise Contract," Journal of Law and Economics 21(1), 223–233. Shane, S. A. (1996). "Hybrid Organizational Arrangements and Their Implications for Firm Growth and Survival: A Study of New Franchisors," Academy of Management Journal 39(1), 216–234. Shane, S. A. (1998). "Explaining the Distribution of Franchised and Company-Owned Outlets in Franchise Systems," Journal of Management 24(6), 717–739. Shelton, J. P. (1967). "Allocative Efficiency vs. 'X-Efficiency': Comment," The American Economic Review 57(5), 1252–1258. Solis-Rodriguez, V., and M. González-Díaz (2012). "How to Design Franchise Contracts: The Role of Contractual Hazards and Experience," Journal of Small Business Management 50(4), 652–677. Walsh, G., H. Evanschitzky, and M. Wunderlich (2008). "Identification and Analysis of Moderator Variables: Investigating the Customer Satisfaction-Loyalty Link," European Journal of Marketing 42(9/10), 977–1004. Wilson, N., F. Lafontaine, and R. Perrigot, (2009). The Effect of Regulatory Uncertainty on Organizational Form Decisions: Evidence from Within the Firm, 23rd Annual Conference of the International Society of Franchising (ISoF), San Diego, CA, February, 12–14. Wu, G., D. Greene, B. Smyth, and P. Cunningham (2010). " Distortion as a Validation Criterion in the Identification of Suspicious Reviews," ACM, 10–13. Yin, X., and E. J. Zajac (2004). "The Strategy/Governance Structure Fit Relationship: Theory and Evidence in Franchising Arrangements," Strategic Management Journal 25(4), 365–383. Citing Literature Volume53, IssueS1October 2015Pages 58-74 ReferencesRelatedInformation