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Keywords: Rating scale format
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2026) 44 (1): 61–79.
Published: 27 May 2025
...Jong Min Kim; Mina Jun; Jeongsoo Han Purpose This study explores the relationship between different rating scale formats (a five-point scale and a ten-point scale) used to evaluate hotel experiences and their effects on systematic differences in review ratings and perceived review helpfulness...
