Izvorni znanstveni članak
https://doi.org/10.20867/thm.33.1.5
Online customer reviews and restaurant owners: Attitudes and strategies
Irene Roozen
; irene.roozen@kuleuven.be
Mariet Raedts
; University of Antwerp, Faculty of Arts, Belgium
Sažetak
Purpose – This study aims to explore how restaurant owners perceive and utilize online customer
reviews (OCRs), addressing a gap in existing hospitality research that has predominantly focused
on customer perspectives and the hotel sector.
Methodology/Design/Approach – A qualitative research design was employed, involving in-depth
interviews with 50 restaurant owners. The data were analysed using NVivo to uncover patterns in
attitudes and usage of OCRs.
Findings – Restaurant owners generally recognize OCRs as valuable feedback and a reflection of their
reputation. However, many struggle to use them effectively and express scepticism about the authenticity
of certain reviews. Negative feedback about staff performance is often dismissed due to strong trust
in their teams, though some owners use OCRs to monitor staff behaviour. A growing trend shows
owners actively encouraging customers to post favourable reviews, sometimes offering incentives.
Originality of the research – This study contributes original insights by shifting the focus from
customers to restaurant owners and applying a qualitative lens to understand their attitudes and
strategies regarding OCRs, an area that has been underexplored in hospitality research.
Ključne riječi
restaurant; online customer review; reputation management; fake reviews; social media
Hrčak ID:
349117
URI
Datum izdavanja:
10.7.2026.
Posjeta: 0 *