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1 – 10 of over 5000Caitlin Ferreira, Jeandri Robertson, Raeesah Chohan, Leyland Pitt and Tim Foster
This methodological paper demonstrates how service firms can use digital technologies to quantify and predict customer evaluations of their interactions with the firm using…
Abstract
Purpose
This methodological paper demonstrates how service firms can use digital technologies to quantify and predict customer evaluations of their interactions with the firm using unstructured, qualitative data. To harness the power of unstructured data and enhance the customer-firm relationship, the use of computerized text analysis is proposed.
Design/methodology/approach
Three empirical studies were conducted to exemplify the use of the computerized text analysis tool. A secondary data analysis of online customer reviews (n = 2,878) in a service industry was used. LIWC was used to conduct the text analysis, and thereafter SPSS was used to examine the predictive capability of the model for the evaluation of customer-firm interactions.
Findings
A lexical analysis of online customer reviews was able to predict evaluations of customer-firm interactions across the three empirical studies. The authenticity and emotional tone present in the reviews served as the best predictors of customer evaluations of their service interactions with the firm.
Practical implications
Computerized text analysis is an inexpensive digital tool which, to date, has been sparsely used to analyze customer-firm interactions based on customers' online reviews. From a methodological perspective, the use of this tool to gain insights from unstructured data provides the ability to gain an understanding of customers' real-time evaluations of their service interactions with a firm without collecting primary data.
Originality/value
This research contributes to the growing body of knowledge regarding the use of computerized lexical analysis to assess unstructured, online customer reviews to predict customers' evaluations of a service interaction. The results offer service firms an inexpensive and user-friendly methodology to assess real-time, readily available reviews, complementing traditional customer research. A tool has been used to transform unstructured data into a numerical format, quantifying customer evaluations of service interactions.
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Chunyi Xian, Hessam Vali, Ruwen Tian, Jingjun David Xu and Mehmet Bayram Yildirim
The authors investigate the varying impact of three categories of conflicting consumer reviews (i.e. conflicting opinions on attributes of a product item, conflicting ratings of…
Abstract
Purpose
The authors investigate the varying impact of three categories of conflicting consumer reviews (i.e. conflicting opinions on attributes of a product item, conflicting ratings of an item and the intensity of conflicting reviews of an item) on the potential customers' perceived informativeness, which is expected to affect the perceived correct purchase.
Design/methodology/approach
To test their proposed hypotheses, the authors conducted an experiment using a 2 × 2 × 2 factorial design for each conflict type comprising two levels (low vs high).
Findings
The results of this study found that conflicting opinions on product attributes can enhance potential customers' perceptions of informativeness and subsequent correct purchase decisions while conflicting ratings and the intensity of conflicting reviews can diminish potential customers' perceptions of informativeness. In addition, conflicting ratings negatively moderate the effect of conflicting attributes on perceived informativeness such that the positive effect of conflicting attributes on perceived informativeness will be less prominent when conflicting ratings are present (vs absent).
Originality/value
While potential customers are browsing product descriptions, reviews and comments from other purchasers are also playing a role in influencing a potential customer's purchase decision. However, given the different experiences and temperaments of individuals, the subjective remarks and ratings of individuals are sometimes inconsistent or even conflicting, which can lead to confusion among potential customers. The authors categorize the positive or negative effects of the three conflicting reviews based on the two dimensions of ease of capture and product diagnosticity. The findings can help platforms optimize the display of product reviews to help potential customers make more accurate purchase decisions.
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Liangqiang Li, Boyan Yao, Xi Li and Yu Qian
This work aims to explore why people review their experienced online shopping in such a manner (promptness), and what is the potential relationship between the users’ review…
Abstract
Purpose
This work aims to explore why people review their experienced online shopping in such a manner (promptness), and what is the potential relationship between the users’ review promptness and review motivation as well as reviewed contents.
Design/methodology/approach
To evaluate the customers’ responses regarding their shopping experiences, in this paper, the “purchase-review” promptness is studied to explore the temporal characteristics of users’ reviewing behavior online. Then, an aspect mining method was introduced for assessment of review text. Finally, a theoretical model is proposed to analyze how the customers’ reviews were formed.
Findings
First, the length of time elapsed between purchase and review was found to follow a power-law distribution, which characterizes an important number of human behaviors. Within online review behaviors, this meant that a high frequency population of reviewers tended to publish relatively quick reviews online. This showed that the customers’ reviewing behaviors on e-commerce websites may have been affected by extrinsic motivations, intrinsic motivations or both. Second, the proposed review-to-feature mapping technique is a feasible method for exploring reviewers’ opinions in both massive and sparse reviews. Finally, the customers’ reviewing behaviors were found to be mostly consistent with reviewers’ motivations.
Originality/value
First, the authors propose that the “promptness” of users in posting online reviews is an important external manifestation of their motivation, product experience and service experience. Second, a semi-supervised method of review-to-aspect mapping is used to solve the data quality problem in mining information from massive text data, which vary in length, detail and quality. Finally, a huge amount of e-commerce customers’ purchase-review promptness are studied and the results indicate that not all product features are responsible for the “prompt” posting of users’ reviews, and that the platform’s strategy to encourage users to post reviews will not work in the long term.
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Jeroen Meijerink and Emma Schoenmakers
This study aims to explain why online reviews in Airbnb are skewed toward positive ratings. The authors examine customer perceptions of the service quality of an Airbnb stay as a…
Abstract
Purpose
This study aims to explain why online reviews in Airbnb are skewed toward positive ratings. The authors examine customer perceptions of the service quality of an Airbnb stay as a relevant antecedent of whether customers leave an online review of that Airbnb stay. To this end, the authors test the hypothesis that the relationship between service quality and leaving an online review is linear and positive.
Design/methodology/approach
To test the hypothesis, the authors rely on primary survey data from 177 Airbnb customers combined with secondary data coming from their personal online Airbnb accounts. The authors conducted a binary logistic regression analysis to test the hypothesis.
Findings
The results show that customers’ service quality perceptions are positively and linearly related to leaving an online review of an Airbnb stay. In other words, satisfied customers are more likely to leave a review after an Airbnb stay than those who are dissatisfied.
Originality/value
The study is original in two respects. First, it reconsiders the role of customer experiences in explaining online customer reviews. In doing so, it empirically shows that the conventional wisdom of a U-shaped relationship between customer experiences and online reviewing does not hold in the context of the sharing economy. Second, by relying on primary survey data, the authors reveal the risk of dissatisfied customers creating an underreporting bias in online reviews, which ultimately make online reviews of Airbnb skewed toward positive ratings.
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Mohammad Arief, Rita Indah Mustikowati and Yustina Chrismardani
Digitalization in marketing activities has made it easier for people to make purchase decision. This platform encourages every firm to optimize digitalization as part of its…
Abstract
Purpose
Digitalization in marketing activities has made it easier for people to make purchase decision. This platform encourages every firm to optimize digitalization as part of its marketing strategy. Optimization of attractive digital marketing involves advertising attractiveness, influencer marketing and online customer reviews. This study aims to investigate advertising attractiveness, influencer marketing and online customer reviews on purchase decision.
Design/methodology/approach
The study was conducted with a quantitative approach. A total of 120 respondents were involved in this study by using convenience sampling techniques in data collection. Multiple linear regression was used to analyze the data.
Findings
The results of the study show that influencer marketing and online customer reviews have an impact on online purchase decision. Meanwhile, advertising attractiveness does not show any influence on purchase decision.
Practical implications
Despite the start-ups have modified the website by increasing the content to make it more informative, it seems that customers are not interested in making a purchase. Therefore, notwithstanding the role of website attractiveness, the use of physical attractiveness is still considered an effective way to encourage customers to make purchasing decisions. In this way, a firm needs to make adjustments between the customers' personality, lifestyle and attitudes and endorsers.
Originality/value
This study developed previous empirical studies which a positive relationship between advertising attractiveness, influencer marketing, online customer reviews and purchase decision. The development of the model was carried out by elaborating variable indicators. In addition, the source of increasing credibility was not based on physical attractiveness, but rather emphasizes the website quality.
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This study aims to explore the antecedents that generate value co-destruction, the negative outcomes resulting from interactive value formation, in the sharing economy context…
Abstract
Purpose
This study aims to explore the antecedents that generate value co-destruction, the negative outcomes resulting from interactive value formation, in the sharing economy context, particularly taxi services. The focus of the study is on customers’ Uber reviews that are written in English and posted online. Three keywords, “bad”, “terrible” and “awful”, were used to capture online narratives linked to customers’ negative experiences with Uber. Out of the 758 online reviews, 75 negative reviews were analysed in this study.
Design/methodology/approach
A grounded theory approach was used for data analysis.
Findings
Two distinct themes resulted in value co-destruction: Uber drivers’ bad behaviour and poor customer service. The managerial implications include that Uber clearly should invest more resources to minimise the negative experiences of its customers by clearly defining the taxi drivers’ tasks and responsibilities. In addition, when customers report their dissatisfaction, they should be dealt with promptly and effectively through good customer service.
Research limitations/implications
First, the netnography study, by its nature, was restricted to those customers who shared their reviews online. The study did not consider those customers who have not posted their reviews online. Second, the focus of the study was on customer reviews that were written in English. Third, only three keywords (“bad”, “terrible” and “awful”) were used in the data selection process, limiting the number of review posts (75) that were analysed in this study. In addition, even if this study does not produce statistically generalizable findings, the findings are valuable in an analytical sense.
Practical implications
From a managerial perspective, Uber clearly should invest more in resources to minimise the negative experiences of its customers (both domestic customers and tourists) by clearly defining the taxi drivers’ tasks and responsibilities. If the drivers’ tasks are unclear, then customers cannot be served in an effective manner and with consistent service quality. The taxi drivers, regardless of their full-time or part-time work shifts, should ensure that quality services are offered to customers. Providing high-quality service might reduce the number of complaints and result in positive comments and compliments.
Originality/value
This study addresses the gap in previous literature by examining customers’ negative experiences during the overall service encounter and antecedents of value co-destruction in the context of Uber. This study contributes to a better understanding of value co-destruction within the sharing economy.
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Theresa Macheka, Emmanuel Silva Quaye and Neo Ligaraba
Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer…
Abstract
Purpose
Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.
Design/methodology/approach
To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.
Findings
The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.
Practical implications
Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.
Originality/value
This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.
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Ricardo Godinho Bilro, Sandra Maria Correia Loureiro and Pedro Souto
The purpose of this paper is to offer a comprehensive overview of current research on customer behavior in the business-to-business (B2B) context and propose a research agenda for…
Abstract
Purpose
The purpose of this paper is to offer a comprehensive overview of current research on customer behavior in the business-to-business (B2B) context and propose a research agenda for future studies. Despite being a relatively recent area of interest for academics and practitioners, a literature review that synthesizes existing knowledge into coherent topics and outlines a research agenda for future research is still lacking.
Design/methodology/approach
Drawing on a systematic literature review of 219 papers and using a text-mining approach based on the Latent Dirichlet Allocation algorithm, this paper enhances the existing knowledge of B2B customer behavior and provides a descriptive analysis of the literature.
Findings
From this review, ten major research topics are found and analyzed. These topics were analyzed through the lens of the Theory, Context, Characteristics and Method framework, providing a summary of key findings from prior studies. Additionally, an integrative framework was developed, offering insights into future research directions.
Originality/value
This study presents a novel contribution to the field of B2B by providing a systematic review of the topic of customer behavior, filling a gap in the literature and offering a valuable resource for scholars and managers seeking to advance the field.
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The main goal of this paper is to identify the attributes of consumer experience in Michelin-starred restaurants and to estimate their effects on restaurant ratings.
Abstract
Purpose
The main goal of this paper is to identify the attributes of consumer experience in Michelin-starred restaurants and to estimate their effects on restaurant ratings.
Design/methodology/approach
A sample of 70,233 online reviews of 224 Spanish Michelin-starred restaurants were analysed with the latent Dirichlet allocation algorithm. A sentiment analysis and a logistic regression analysis were also employed to estimate the effect of attributes on restaurant ratings.
Findings
Customer attention, food quality, decor and ambience and value for money are frequently used to define restaurant experience. However, it is shown in this study that the experience in a Michelin-starred restaurant goes beyond the evaluation of those four attributes. Furthermore, the effect of the factors that were identified on customer satisfaction differed depending on the restaurant ratings.
Research limitations/implications
The findings are linked to the context of Spanish Michelin-starred restaurants. It is also assumed in this study that online reviews are based on truthful opinions.
Practical implications
Restaurant managers should primarily focus on customer attention and food quality to achieve customer satisfaction. In addition, those restaurants with an error-free service and a highly appreciated wine list among diners are more likely to achieve the culinary excellence that deserves a 5-star rating on TripAdvisor.
Originality/value
The attributes of the restaurant experience are frequently identified in literature reviews. Research based on text-mining analyses of customer reviews to discover a posteriori the factors that define a restaurant experience is scarce, and particularly difficult to find in the context of Michelin-starred restaurants.
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Companies are adopting a more active role in managing their online reputations by using electronic word of mouth (eWOM) and often responding directly to customer reviews…
Abstract
Purpose
Companies are adopting a more active role in managing their online reputations by using electronic word of mouth (eWOM) and often responding directly to customer reviews. Therefore, companies need to understand the effects of management responses to customer reviews. This study aims to explore whether it is worth responding to reviews and whether expressing gratitude enhances the effects of review responses.
Design/methodology/approach
This study uses customer reviews and management response data from a sample of 766 Spanish rural lodging establishments listed on Toprural (www.toprural.com). Analyses are undertaken with NVivo and SmartPLS.
Findings
Responding to negative reviews improves lodging establishments’ average ratings, but responding to positive reviews has no significant direct effect. Expressing gratitude in responses positively moderates the effects of review responses; this moderating effect is more significant for responses to negative than to positive reviews.
Originality/value
Previous research provides contradictory evidence about the positive outcomes of a company’s responses; it also does not address expressions of gratitude. This research provides evidence of the direct effects of management response quantity on ratings. It also expands current research on the content characteristics of these responses. The contextual setting for this research, rural tourism, is a key driver of sustainable rural development and a sector in which eWOM is especially relevant; thus, correctly managing the eWOM phenomenon becomes crucial.
Propósito
Al objeto de mejorar su reputación online, las empresas progresivamente están adoptando un papel más activo ante las reseñas online de los clientes, ofreciendo respuestas online a dichas reseñas. Por tanto, es necesario que las empresas conozcan mejor los efectos de responder online. Este estudio examina si resulta beneficioso responder a las reseñas y si expresar agradecimiento potencia el efecto de responder.
Diseño/metodología/enfoque
A partir de datos sobre reseñas online de clientes y respuestas de la empresa, correspondientes a una muestra de 766 alojamientos de turismo rural de Toprural (www.toprural.com), se realizan análisis con NVivo y SmartPLS.
Resultados
Responder a reseñas negativas mejora las puntuaciones medias del establecimiento en Toprural. Sin embargo, responder a reseñas positivas no tiene un efecto directo significativo. Además, expresar agradecimiento en las respuestas modera positivamente el efecto de responder. No obstante, esta moderación es más intensa en el caso de respuestas a reseñas negativas frente a las reseñas positivas.
Originalidad/valor
La investigación previa aporta evidencia contradictoria sobre los efectos de la intensidad de respuesta empresarial a las reseñas online; además, no se ocupa de la expresión de gratitud en particular. Este estudio aporta luz respecto al efecto directo de la intensidad de respuesta sobre las puntuaciones online y amplía la investigación actual sobre las características de contenido de las respuestas. El marco de estudio, el turismo rural, se considera clave para un desarrollo rural sostenible y constituye un escenario donde el boca-oído electrónico es especialmente importante; en consecuencia, gestionar correctamente el fenómeno es crucial.
Palabras clave Boca-oído electrónico, Respuesta empresarial, Reputación online, Turismo rural
Tipo de artículo Trabajo de investigación
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