The Role of Customer Service Review and Ratings in Shaping Brand Perception and Purchasing Decisions of Prospective Customers in the Hospitality Industry in Ghana

Abstract

This study presents an analysis of the role of customer service review and ratings in shaping brand perception and purchasing decisions of prospective customers in the hospitality industry in Ghana. The study specifically sought to address the following research question: to explore how customer service reviews and ratings shape consumer's perception of hotel brands in Ghana, to assess how brand perception built through customer service reviews influence consumer purchasing decision, and to understand the factors that influence consumers' interpretations of customer service reviews and ratings. The study probes two major theories: Social Proof Theory and the Elaboration Likelihood Model (ELM). The study employs a qualitative research approach to explore how customer service reviews and ratings influence customers' brand perception and purchasing decisions within the hotel industry, and also, utilized interviews to capture insights on customer service review and ratings from customers of the African Regent Hotel, Kempinski Hotel, Best Western Plus, Oak Plaza Hotels and La Villa Boutique Hotel. 10 customers were interviewed through purposive sampling. Thematic analysis was employed to analyze the interview data. The results of the study established customer reviews and ratings as the most critical component of customer behavioral conception in the hotel industry in Ghana and further enumerates several factors that influence consumers' interpretations of reviews, such as the consistency, detail, authenticity, and recency of feedback.