Measuring and Managing the Externality of Managerial Responses to Online Customer Reviews
AffiliationUniv Arizona, Eller Coll Management
Keywordsonline interactions with customers
MetadataShow full item record
CitationChen, W., Gu, B., Ye, Q., & Zhu, K. X. (2019). Measuring and managing the externality of managerial responses to online customer reviews. Information Systems Research.
JournalINFORMATION SYSTEMS RESEARCH
Rights© 2019 INFORMS.
Collection InformationThis item from the UA Faculty Publications collection is made available by the University of Arizona with support from the University of Arizona Libraries. If you have questions, please contact us at firstname.lastname@example.org.
AbstractManagerial responses to online customer reviews not only affect customers who receive the responses but may also influence subsequent customers who observe the responses. This externality arises because of the public nature of online interactions. However, prior studies were mainly in offline settings where such externality rarely exists. In this study, we assess the magnitude of such externality. Using a difference-in-difference-in-differences framework and matched hotels across two large travel agencies, we find that managerial responses indeed have a significant and positive impact on the volume of subsequent customer reviews. The impact on the review valence is not evident, which can be attributed to the unique design of identity disclosure in our research context. Furthermore, our results suggest nuances that were not known in the prior literature. For example, responding to positive and negative reviews may have different effects on future reviews, and managers should provide detailed responses to negative reviews but brief ones to positive reviews. Our results offer managerial implications to service providers on how to improve customer engagement in the interconnected online environment.
Note12 month embargo; published Online: 29 Jan 2019
VersionFinal accepted manuscript
SponsorsNational Science Foundation of China [71225003, 71490724, 71532004, 71620107005, 71328102]; 111 project [B18043]