Managing the Smiley Face Scale Used by Booking.com in an Ordinal Way

Abstract: 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 regard...

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Autores principales:	González del Pozo,Raquel, García-Lapresta,José Luis
Lenguaje:	English
Publicado:	Universidad de Talca 2021
Materias:	Smiley fase scales User reviews Ordinal proximity measures Online surveys
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000200109
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spelling	oai:scielo:S0718-187620210002001092020-11-26Managing the Smiley Face Scale Used by Booking.com in an Ordinal WayGonzález del Pozo,RaquelGarcía-Lapresta,José Luis Smiley fase scales User reviews Ordinal proximity measures Online surveys Abstract: 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.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.16 n.2 20212021-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000200109en10.4067/S0718-18762021000200109
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Smiley fase scales User reviews Ordinal proximity measures Online surveys
spellingShingle	Smiley fase scales User reviews Ordinal proximity measures Online surveys González del Pozo,Raquel García-Lapresta,José Luis Managing the Smiley Face Scale Used by Booking.com in an Ordinal Way
description	Abstract: 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.
author	González del Pozo,Raquel García-Lapresta,José Luis
author_facet	González del Pozo,Raquel García-Lapresta,José Luis
author_sort	González del Pozo,Raquel
title	Managing the Smiley Face Scale Used by Booking.com in an Ordinal Way
title_short	Managing the Smiley Face Scale Used by Booking.com in an Ordinal Way
title_full	Managing the Smiley Face Scale Used by Booking.com in an Ordinal Way
title_fullStr	Managing the Smiley Face Scale Used by Booking.com in an Ordinal Way
title_full_unstemmed	Managing the Smiley Face Scale Used by Booking.com in an Ordinal Way
title_sort	managing the smiley face scale used by booking.com in an ordinal way
publisher	Universidad de Talca
publishDate	2021
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000200109
work_keys_str_mv	AT gonzalezdelpozoraquel managingthesmileyfacescaleusedbybookingcominanordinalway AT garcialaprestajoseluis managingthesmileyfacescaleusedbybookingcominanordinalway
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Managing the Smiley Face Scale Used by Booking.com in an Ordinal Way

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