RT info:eu-repo/semantics/article
T1 Managing the Smiley Face Scale Used by Booking.com in an Ordinal Way
A1 González del Pozo, Raquel
A1 García Lapresta, José Luis
K1 Encuestas online
K1 Online surveys
AB User reviews are a new source of information in the hospitality and tourism sector. Usually, these reviews contain comments of users and assessments expressed through ordered qualitative scales. The website Booking.com uses a smiley face scale to ask users the degree of satisfaction regarding several aspects of accommodations. The scoring system of the website assigns numerical values to each item of the smiley face scale. However, when users perceive different proximities between pairs of items of an ordered qualitative scale, these numerical codifications are because they may misrepresent the original ordinal information. In this paper, we analyze the drawbacks and limitations of the scoring system of Booking.com and we manage its smiley face scale through a purely ordinal procedure. This procedure avoids assigning numerical codifications to items of scales and it takes into account how users perceive the proximities between pairs of items. The findings show the importance of considering how users understand qualitative scales when they face subjective assessments through ordered qualitative scales.
PB Universidad de Talca (Chile)
SN 0718–1876
YR 2021
FD 2021
LK http://uvadoc.uva.es/handle/10324/43293
UL http://uvadoc.uva.es/handle/10324/43293
LA eng
NO Journal of Theoretical and Applied Electronic Commerce Research, 2021, Vol.16, Issue 2,128-139
NO Producción Científica
DS UVaDOC
RD 24-nov-2024