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Examining how online store managers’ responses to negative reviews affect potential shoppers

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  • Eugene Kim

    (Yonsei University)

  • Choong C. Lee

    (Yonsei University)

  • Jaeyoung An

    (Yonsei University)

Abstract

We investigate the effect of online grocery shopping (OGS) business operators’ responses to negative online customer reviews (NOCRs) on prospective shoppers’ attitudes toward OGS. Previous research indicates online customer reviews (OCRs) affect purchasing decisions and trust. We consider the occurrence of NOCRs as a service failure and appropriate managerial responses (apology, compensation) as service recovery efforts. Equity theory suggests managerial responses affect perceived justice and generate trust, enhancing intention to use. A scenario-based experiment was conducted to examine the impact of managerial responses on prospective shoppers’ perceived justice, trust, and intention to use. The results revealed that an apology has a more significant effect on perceived justice than on compensation, influencing trust and intention to use. We defined NOCRs as service failures exposed to prospective shoppers and evaluated the effect of managerial responses on perceived justice. We provide practical implications for OGS by suggesting appropriate responses to NOCRs.

Suggested Citation

  • Eugene Kim & Choong C. Lee & Jaeyoung An, 2024. "Examining how online store managers’ responses to negative reviews affect potential shoppers," Electronic Commerce Research, Springer, vol. 24(2), pages 863-900, June.
    • Handle: RePEc:spr:elcore:v:24:y:2024:i:2:d:10.1007_s10660-024-09842-5
    DOI: 10.1007/s10660-024-09842-5
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    References listed on IDEAS

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    1. Plotkina, Daria & Munzel, Andreas, 2016. "Delight the experts, but never dissatisfy your customers! A multi-category study on the effects of online review source on intention to buy a new product," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 1-11.
    2. Daria Plotkina & Andreas Munzel, 2016. "Delight the experts, but never dissatisfy your customers! A multi-category study on the effects of online review source on intention to buy a new product," Post-Print hal-02423571, HAL.
    3. Anshu, Kumari & Gaur, Loveleen & Singh, Gurmeet, 2022. "Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
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    8. Philipp Brüggemann & Koen Pauwels, 2022. "Consumers’ Attitudes and Purchases in Online Versus Offline Grocery Shopping," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Marco Ieva (ed.), Advances in National Brand and Private Label Marketing, pages 39-46, Springer.
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    Cited by:

    1. Philipp Brüggemann & Luis F. Martinez & Koen Pauwels & J. Christopher Westland, 2024. "Introduction: online grocery shopping – current and future challenges and opportunities," Electronic Commerce Research, Springer, vol. 24(2), pages 711-713, June.

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