Date of Conferral
2023
Degree
Ph.D.
School
Management
Advisor
Holly Rick
Abstract
Researchers have documented that country culture and country demographics influence electronic word-of-mouth (eWOM) within various industries. Although past research has shown the importance of eWOM to restaurants as a measure of consumer satisfaction, researchers have not established the effect of country culture and country demographics on eWOM within the restaurant industry. Thus, the specific management problem addressed in this quantitative correlational study was the lack of knowledge and understanding regarding the relationship between country culture, country demographics, and restaurant eWOM valence ratings. Grounded in Hofstede’s cultural dimensions theory, the research questions addressed six measures of country culture, 12 measures of country demographics, and their relationship with restaurant eWOM valence ratings. With a purposive sample from the Yelp social media platform, eWOM ratings from 3,659 restaurants in 21 countries were analyzed with correlation analyses and multiple linear regression. Results indicated that a model of five variables and eight two-factor interactions statistically and significantly explained 14.4% of the variance in restaurant eWOM valence ratings. This study may promote positive social change by informing restaurant managers about which aspects of country culture and country demographics relate to restaurant eWOM valence ratings. Restaurant leaders may improve their eWOM response strategies by focusing on the most relevant country culture and country demographic constructs when developing eWOM communication.
Recommended Citation
Maubert, Cynthia Roberts, "Relationship Between Country Culture, Country Demographics, and Restaurant Electronic Word-of-Mouth Valence Ratings" (2023). Walden Dissertations and Doctoral Studies. 14318.
https://scholarworks.waldenu.edu/dissertations/14318
