Digital Commerce and the Digitally Connected Enterprise
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Paper Type
Short
Paper Number
1689
Description
Managerial response (MR) has become a popular tool to handle negative reviews. Although the effect of MR on brand evaluation and consumer satisfaction is well recognized, there is limited work examining consumers’ emotional arousal expressed in reviews and the effect of MR to such reviews in the context of multi-dimensional rating systems. Utilizing a dataset from a restaurant review platform, this study aims to investigate whether the impacts of MR on the changes of multi-dimensional ratings are moderated by emotional arousal. Preliminary results show that emotional arousal increases the influence of source of MR and decreases the influence of argument strength of MR on the rating change of unsatisfactory aspects. We also found a spillover effect of MR onto the rating change of satisfactory aspects. Our findings provide contributions to the academic literature and offer practical implications on managerial response strategies for service providers.
Recommended Citation
Huang, Yinli; Huang, Jinghua; and Goh, Khim Yong, "Responding to Reviews Expressing Different Emotional Arousal Levels: The Effect of Managerial Response on Multi-Dimensional Ratings" (2020). ICIS 2020 Proceedings. 8.
https://aisel.aisnet.org/icis2020/digital_commerce/digital_commerce/8
Responding to Reviews Expressing Different Emotional Arousal Levels: The Effect of Managerial Response on Multi-Dimensional Ratings
Managerial response (MR) has become a popular tool to handle negative reviews. Although the effect of MR on brand evaluation and consumer satisfaction is well recognized, there is limited work examining consumers’ emotional arousal expressed in reviews and the effect of MR to such reviews in the context of multi-dimensional rating systems. Utilizing a dataset from a restaurant review platform, this study aims to investigate whether the impacts of MR on the changes of multi-dimensional ratings are moderated by emotional arousal. Preliminary results show that emotional arousal increases the influence of source of MR and decreases the influence of argument strength of MR on the rating change of unsatisfactory aspects. We also found a spillover effect of MR onto the rating change of satisfactory aspects. Our findings provide contributions to the academic literature and offer practical implications on managerial response strategies for service providers.
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