Abstract

Managerial responses (MRs) have gained increasing attention as an important intervention strategy for addressing online customer reviews. This study seeks to answer the question of how a firm should prioritize responding to customers’ positive reviews (MR-P) and negative reviews (MR-N). We examine the differential effect of the MR-P ratio and the MR-N ratio on subsequent customer review ratings and a firm’s financial performance. Our findings show that while the MR-P ratio leads to an increase in subsequent customer review ratings and revenue, the MR-N ratio results in a decrease in customer review ratings and revenue in the short run, but contributes to improvements in these metrics in the long run. Furthermore, we find that the influence of MR-P and MR-N on subsequent review ratings diminishes among firms whose MRs contain highly similar content and firms whose competitors actively create MRs. This research not only advances our understanding of the managerial response literature but also provides valuable guidance for firms seeking to maximize the effectiveness of their MR campaigns.

中文翻译：

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安抚不满的人还是取悦满意的人？管理层对正面和负面评论的反应对客户评级和财务绩效的影响

摘要

管理回应 (MR) 作为解决在线客户评论的重要干预策略而受到越来越多的关注。本研究旨在回答公司应如何优先响应客户的正面评价 (MR-P) 和负面评价 (MR-N) 的问题。我们研究了 MR-P 比率和 MR-N 比率对后续客户评论评级和公司财务绩效的不同影响。我们的研究结果表明，虽然 MR-P 比率会导致后续客户评论评级和收入的增加，但 MR-N 比率会导致短期内客户评论评级和收入的下降，但有助于这些指标的改善从长远来看。此外，我们发现，MR-P 和 MR-N 对后续评论评级的影响在 MR 包含高度相似内容的公司和竞争对手积极创建 MR 的公司中减弱。这项研究不仅增进了我们对管理层回应文献的理解，而且还为寻求最大限度提高 MR 活动有效性的公司提供了宝贵的指导。