The Impact of Electronic Word-of-Mouth (Online Reviews) on Improving Hotel Services: Insights from Employees in High-End Algerian Hotels

Abstract

This study investigates the significant impact of the term Electronic (digital) word-of-mouth (e-WOM)—such as online reviews on platforms like Tripadvisor and Booking.com—on improving service quality in the hotel industry. As highlighted in global market analyses like ReviewPro's Global Reputation Benchmark or BrightLocal's consumer review surveys, online feedback has become a critical driver for operational changes and strategic upgrades in hospitality.
The research framework first defined e-WOM and its key dimensions (volume, valence, and sentiment of reviews) and then outlined the core concept of hotel services and the standard processes for their enhancement. To empirically measure the relationship between these variables, a questionnaire was distributed to a sample of 200 employees across a range of four- and five-star hotels located in various regions of Algeria.
The findings conclusively confirmed a positive influence of e-WOM across its different dimensions on improving hotel services. This suggests that, mirroring global trends, Algerian hotels are increasingly leveraging critical and constructive guest feedback from digital channels to refine service delivery, train staff, and ultimately enhance the guest experience.