Assessing the impact of online reviews on consumer decision-making and business performance in the hospitality industry

Okadigwe John Chukwujekwu; Omorho Humphrey Onoriode

doi:10.62672/hucse.v3i1.54

Authors

Okadigwe John Chukwujekwu Southern Delta University, Nigeria
Omorho Humphrey Onoriode Southern Delta University, Nigeria

DOI:

https://doi.org/10.62672/hucse.v3i1.54

Keywords:

Business performance, Consumer decision-making, Gender differences, Hospitality industry, Online reviews

Abstract

Consumer reviews have become a critical factor influencing consumer choice and business performance in the hospitality industry, yet empirical evidence on the interaction between online reviews and gender in developing contexts remains limited. This study employed a quantitative cross-sectional survey in Anambra State, Nigeria. Data were collected through an online structured questionnaire administered to consumers with prior hospitality experience. A total of 110 valid responses (52 males and 58 females) were analyzed using descriptive statistics and ANOVA at a 0.05 significance level in SPSS. The findings indicate that both male and female consumers consider online reviews important when selecting hospitality services. Although males reported slightly higher mean scores regarding accessibility, usefulness, credibility, and influence of reviews, gender differences were not statistically significant. Similarly, both groups demonstrated comparable decision-making patterns, including comparing options, evaluating service quality, and avoiding businesses with negative feedback. Inferential results show that online reviews significantly influence consumer decision-making and perceived business performance, while gender has no significant direct effect. However, a significant interaction exists among online reviews, consumer decision-making, and business performance. The study concludes that effective online review management is essential for enhancing customer decisions, competitiveness, and overall hospitality performance.

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