Time matters: Investigating the asymmetric reflection of online reviews on customer satisfaction and recommendation across temporal lenses

IF 20.1 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Xun Xu , Yiru Wang , Qingyun Zhu , Yiming Zhuang
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引用次数: 0

Abstract

Online platforms’ growth further facilitates the increasing popularity and business value of online reviews. This study investigates the key elements of online reviews and their relationships to customer satisfaction and online recommendation. Our findings from Skytrax suggest that the review textual comments of each product attribute have a positive direct effect on customer rating of the corresponding attribute and a positive spillover effect on other attribute ratings. Additionally, comments and attribute ratings have different magnitudes in reflecting customer overall satisfaction and online recommendation. Such asymmetric reflection varies across three-level hierarchical temporal lenses, including the COVID-19 pandemic (macro-institutional level), customer waiting time resulted from service failures (meso-organizational level), and the temporal contiguity between the customer consumption time and review posting time (micro-individual level). The three-level hierarchical temporal lenses negatively moderate the reflection of attribute-level ratings and comments on customer overall satisfaction but positively moderate the reflection of attribute-level ratings and comments on customer recommendation. Our findings offer valuable insights for managers, helping them comprehend the significance of temporal lenses in shaping customer online review behavior and the asymmetric reflection of consumer perceptions and behaviors stemming from online reviews. Managers should take into account these temporal lenses when designing and implementing online review platforms and when delivering products and services in order to enhance the advantages of positive electronic word-of-mouth effects.

时间很重要:调查不同时间视角下在线评论对客户满意度和推荐度的非对称反映
在线平台的发展进一步促进了在线评论的普及和商业价值的提升。本研究探讨了在线评论的关键要素及其与客户满意度和在线推荐的关系。我们对 Skytrax 的研究结果表明,每个产品属性的评论文字对顾客对相应属性的评分有直接的正向影响,对其他属性的评分也有正向的溢出效应。此外,评论和属性评分在反映顾客总体满意度和在线推荐方面的影响程度也不同。这种非对称反映在三个层次的时间视角中均有不同,包括 COVID-19 大流行(宏观制度层面)、服务故障导致的顾客等待时间(中观组织层面)以及顾客消费时间与评论发布时间之间的时间连续性(微观个体层面)。三个层次的时间透镜对顾客总体满意度的属性级评分和评论的反映有负向调节作用,但对顾客推荐度的属性级评分和评论的反映有正向调节作用。我们的研究结果为管理者提供了宝贵的见解,帮助他们理解时间透镜在塑造顾客在线评论行为中的重要性,以及在线评论对消费者认知和行为的非对称反映。管理者在设计和实施在线评论平台以及提供产品和服务时应考虑到这些时间透镜,以增强正面电子口碑效应的优势。
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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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