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2 2024

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A synthetic measure for ranking overall satisfaction based on multidimensional ordinal data: the case of airlines on the TripAdvisor website

Roszkowska Ewa, Jefmański Bartłomiej, Kusterka-Jefmańska Marta

Operations Research and Decisions

2024

Vol. 34, No. 3

221--242

A multi-criteria method has been proposed to measure global consumer satisfaction by handling graphical information represented in circles or star ratings available on the website for several criteria. The Synthetic Measure for Ordinal Data (SMOD) is based on Hellwig’s framework measuring distances between the object and the ideal object. In the construction of the synthetic measure, the distance between the ideal and anti-ideal object is also used. GDM2 distance measure was used for the calculation of distances between objects evaluated by ordinal scale. The proposed framework can be an alternative for the fuzzy or intuitionistic fuzzy transformations of linguistic data into fuzzy context. The SMOD method was applied for evaluation and ranking airlines based on passengers’ reviews accessed on the TripAdvisor website. We found that the proposed multi-criteria method enables us to discriminate and rank airlines based on incomplete information presented on this website. According to SMOD, the best is Singapore Airlines, while the last is Air China when considering Star Alliance members.

Mixed-Methods Study of Arabic Online Review Influence on Purchase Intention (AOCR-PI)

Alghamdi Ahmad, Beloff Natalia, White Martin

Annals of Computer Science and Information Systems

2024

Vol. 39

63--73

Online customer reviews (OCRs) have become vital for shoppers, aiding their purchase decisions amidst the rapid growth of user-generated content. However, a lack of research has been done to study the impact of OCRs on the purchase intentions of Arab consumers. Therefore, applying Western online review systems to other cultures without further consideration may pose challenges. This study aims to examine how various factors of OCRs affect Arab consumers' buying intentions. Employing a mixed-methods approach, quantitative data from a survey questionnaire (633 responses) and qualitative insights from interviews (15 participants) were collected and analysed sequentially. The findings reveal that review central cues (valence, comprehensiveness, readability and images) and some peripheral cues (volume and reviewer experience) significantly influence purchase intention. By contrast, reviewer identity disclosure and reputation are not deemed important by Arab book shoppers. The semi-structured interviews validated the significance of reading OCRs before purchase, offered insights into the impact of various related factors and revealed a new factor that is shared perspectives between the reviewer and OCR receiver. The study contributes theoretical insights and provides managerial implications for ORP developers and book publishers, aiming to enhance user experience and drive sales.