Executive summary of 'Negative online customer reviews: effects of different responses'

摘要

Recent decades have seen consumers become increasingly more informed. The Internet and subsequent emergence of Web 2.0 technologies have made it much easier to locate opinions and product reviews to help purchase decision-making. Online word-of-mouth (eWOM) is now a well-used weapon in the consumers' armory. Access to valuable information is further aided by companies and stores posting details of products and brand on their Web sites. Firms welcome reviews which are favorable but must also be prepared to expect less positive consumer comments. Unfavorable reviews are inevitable even for high-quality products and services. Individuals have their own reasons for discontentment and are willing to express this via online platforms. Such actions often negatively impact on the purchase intentions of others who encounter their comments. How to respond to negative consumer reviews (NCRs) so that negative effects are minimized is the challenge facing businesses involved.