Characterizing non-chain restaurants' Yelp star-ratings: Generalizable findings from a representative sample of Yelp reviews. (April 2020)

• Record Type: Journal Article
• Authors: Keller, Daniel; Kostromitina, Maria
• Is Part Of: International journal of hospitality management. Volume 86(2020)
• Publication Date: 2020-04
• Subjects: Restaurant success -- Review criteria -- Yelp star rating -- Determinants of satisfaction -- Multiple correspondence analysis -- Wait time -- Food quality; Hotel management -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; Hôtels -- Gestion -- Périodiques; Restaurants -- Gestion -- Périodiques; Services alimentaires -- Gestion -- Périodiques; Food service management; Hotel management; Restaurant management; Periodicals; 647.94
• DOI: 10.1016/j.ijhm.2019.102440
• Languages: English
• ISSNs: 0278-4319

Abstract

Highlights: Exploratory research was conducted on a corpus of Yelp reviews to identify criteria that characterize star ratings. Service, food quality, and overall experience contribute to choice of star-rating in Yelp reviews of non-chain restaurants. Findings suggest service is important for low star-reviews; food quality in 3-star reviews; experience in high-star reviews. Bad service is characterized by long wait times and inattentive wait staff. Bad food is characterized by use of common ingredients and lack of menu diversity. Abstract: Previous research has established the importance of positive Yelp reviews for the success of independent, non-chain restaurant. While managers may assume that increasing customer satisfaction will increase star rating, previous research on determinants of satisfaction does not necessarily generalize to Yelp reviews or across Yelp star ratings. Accordingly, we used Multiple Correspondence Analysis with a representative sample of 54, 000 reviews to investigate the criteria used by reviewers in their assignment of star-ratings to determine if different star-ratings are characterized by different criteria. Our findings confirm previous research showing the importance of service, food, and environment, but suggest these criteria matter differently at different star ratings. Based on these results, we offer suggestions for improving restaurants' star-ratings: for 1 and 2-star restaurants, avoid long waits, for 3-star restaurants, focus on improving food quality, for 4 and 5-star restaurants, focus on creating a positive overall experience through service, food, and environmental factors.