Brand Loyalty and Response Volatility: An Empirical Study
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Dowling, Kaitlyn M
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Abstract
As the consumer generated media (CGM) on TripAdvisor.com remains a strong influence over potential consumers, and hotels believe their frequent return guests have positive perspectives of the brand, it was important to investigate and see if there was a difference between brand loyalist and non-brand loyalist reviewing habits. This study searched for a difference in the volatility of ratings the two groups of contributors had given to hotels to see if there was any evident unknown bias from the brand loyalist group. It was found that there was not a significant difference in the volatility of ratings between the groups, however it was found that the less volatile a contributor’s ratings are, the more likely they are to have a higher average rating. Of the two groups, the brand loyalists had a stronger correlation between average rating and response volatility.
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Keywords
Brand loyalist, Contributor, Response volatility