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Article
Publication date: 9 February 2023

Yanni Ping, Alexander Buoye and Ahmad Vakil

The purpose of this study is to present a methodology for enhancing the quality and usefulness of online reviews for prospective customers to investigate how this contemporary…

Abstract

Purpose

The purpose of this study is to present a methodology for enhancing the quality and usefulness of online reviews for prospective customers to investigate how this contemporary form of instrumental support can be facilitated to strengthen customer-to-customer support.

Design/methodology/approach

This study develops an analytics framework with applications of machine learning models using customer review data from Amazon.com. Linear regression is commonly used for review helpfulness and sales prediction. In this study, Random Forest model is applied because of its strong performance and reliability. To advance the methodology, a custom script in Python is created to generate Partial Dependence Plots for intensive exploration of the dependency interpretations of review helpfulness and sales. The authors also apply K-Means to cluster reviewers and use the results to generate reviewer qualification scores and collective reviewer scores, which are incorporated into the review facilitation process.

Findings

The authors find the average helpfulness ratio of the reviewer as the most important determinant of reviewer qualification. The collective reviewer qualification for a product created based on reviewers’ characteristics is found important to customers’ purchase intentions and can be used as a metric for product comparison.

Practical implications

The findings of this study suggest that service improvement efforts can be performed by developing software applications to monitor reviewer qualifications dynamically, bestowing a badge to top quality reviewers, redesigning review sorting interfaces and displaying the consumer rating distribution on the product page, resulting in improved information reliability and consumer trust.

Originality/value

This study adds to the research on customer-to-customer support in the service literature. As customer reviews perform as a contemporary form of instrumental support, the authors validate the determinants of review helpfulness and perform an intensive exploration of its dependency interpretation. Reviewer qualification and the collective reviewer qualification scores are generated as new predictors and incorporated into the helpfulness-based review facilitation services.

Details

Journal of Services Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 3 May 2023

Henrik Bathke, Hendrik Birkel, Heiko A. von der Gracht and Stefanie Kisgen

In the era of digital disruption and customer loyalty loss, it has become even more important to shape the experience journey of a firm’s stakeholders. The benefits of experience…

Abstract

Purpose

In the era of digital disruption and customer loyalty loss, it has become even more important to shape the experience journey of a firm’s stakeholders. The benefits of experience data (XD) analysis for a competitive advantage and firm performance are well proven in the business-to-customer context. Therefore, this study aims to explore the limited exploitation of XD in the business-to-business (B2B) context.

Design/methodology/approach

The data of 338 B2B firms is generated through computer-assisted telephone interviewing using a structured interview guideline. A Mann–Whitney U test and binary linear regression are applied to test hypotheses derived from literature.

Findings

The results suggest that XD non-collectors see XD increase efficiency, whereas XD collectors view XD strategically beyond customer data. Additionally, the successful application of XD in firms can be fostered by connecting XD with operational data through digitalised processes, strategic usage and data collection at certain defined points of time.

Originality/value

This study contributes to the understanding of XD perception between collectors and non-collectors and develops determinants for the successful application of XD management. Based on the results, B2B marketing executives from academics and practice can foster the implementation of XD management to improve all firm’s stakeholders’ experiences. In this way, this study contributes to the understanding of managing not only customers’ but other stakeholders’ experiences.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 12
Type: Research Article
ISSN: 0885-8624

Keywords

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