International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Online Customer Reviews and Their Influence on Service Improvement Strategies in Hotels in Eastern Samar, Philippines

Author(s) Mr. Jayson Paderan Torillo
Country Philippines
Abstract The increasing reliance on digital platforms has significantly transformed the hospitality industry, particularly in how customer feedback is generated, disseminated, and utilized for service improvement. Online customer reviews, commonly referred to as electronic word-of-mouth (eWOM), serve as a critical source of information that influences both consumer behavior and managerial decision-making. This study examined the influence of online customer reviews on service improvement strategies among hotels in Eastern Samar, Philippines. Anchored on the Stimulus–Organism–Response (S–O–R) Theory and Expectation–Confirmation Theory (ECT), the study conceptualized online reviews as external stimuli that shape managerial cognition and operational responses. A quantitative descriptive-correlational research design with multiple regression analysis was employed. The study involved 150 respondents, consisting of hotel guests and hotel managers. Data were collected using a validated questionnaire with a reliability coefficient of Cronbach’s α = 0.87. Statistical analyses included descriptive statistics, Shapiro–Wilk test for normality, Pearson correlation, and multiple linear regression. Results revealed that online customer reviews significantly predict service improvement strategies (R² = 0.64, p < 0.001), explaining 64% of the variance in service enhancement practices. Among the predictors, review credibility emerged as the strongest determinant, followed by review sentiment and review frequency. These findings highlight the importance of credible and meaningful customer feedback in guiding service-related decisions. The study concludes that online customer reviews function as a data-driven mechanism for continuous service improvement. The findings provide practical implications for hotel managers in emerging tourism destinations and contribute to the growing literature on digital feedback systems.
Keywords online customer reviews, service improvement strategies, hospitality management, electronic word-of-mouth (eWOM), regression analysis
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-04-27
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.76402
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