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Online Customer Reviews Within Business-to-Business: Exploring Elements That Affect Customer Reliance On Online Customer Reviews

Borg, Cornelia LU ; Vanselius, Mikaela LU and Asad, Amna LU (2020) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20202
Department of Business Administration
Abstract
Purpose: The purpose of this paper is to explore the potential importance of online customer reviews within business-to-business and identify the significant elements of online customer reviews within the sector.
Managerial Implications: The findings from this research can assist decision-makers in a busi- ness-to-business setting to better understand and navigate through online channels. It will assist business entities in better gauging what customers look for when they research online channels before arriving at their decision to buy or not to buy.
Methodology: A qualitative research design has been employed in writing this research paper. The primary material has been collected from two interviews with business-to-business com- pany... (More)
Purpose: The purpose of this paper is to explore the potential importance of online customer reviews within business-to-business and identify the significant elements of online customer reviews within the sector.
Managerial Implications: The findings from this research can assist decision-makers in a busi- ness-to-business setting to better understand and navigate through online channels. It will assist business entities in better gauging what customers look for when they research online channels before arriving at their decision to buy or not to buy.
Methodology: A qualitative research design has been employed in writing this research paper. The primary material has been collected from two interviews with business-to-business com- pany representatives. Primary data combined with secondary research and theoretical frame- works are the basis of analysis and conclusions drawn in this research.
Findings: Overlapping factors influencing customers reliance on online customer reviews in both business-to-business and business-to-consumer sectors are outlined, such as: customer characteristics, valence, number of reviews, and reviewer credibility. Factors only relevant in the business-to-business context are also highlighted, which are: the online customer reviews appeal to customer needs; and amount of information in the review
Research Limitations: Lack of prior research in the area of business-to-business with a focus on online customer reviews served as a limitation. Moreover, the limited number of interviews conducted is another limitation.
Originality/Value: Research based on business-to-business relating to online customer reviews has been lacking. The overlapping influencing factors of business-to-consumer and business- to-business areas as well as new findings from the interviews can facilitate further research in this field. (Less)
Please use this url to cite or link to this publication:
author
Borg, Cornelia LU ; Vanselius, Mikaela LU and Asad, Amna LU
supervisor
organization
course
BUSN21 20202
year
type
H1 - Master's Degree (One Year)
subject
keywords
Online Customer Reviews, Business-to-Business, Decision-Making, Electronic Commerce
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9032047
date added to LUP
2021-01-13 07:55:05
date last changed
2021-01-13 07:55:05
@misc{9032047,
  abstract     = {{Purpose: The purpose of this paper is to explore the potential importance of online customer reviews within business-to-business and identify the significant elements of online customer reviews within the sector.
Managerial Implications: The findings from this research can assist decision-makers in a busi- ness-to-business setting to better understand and navigate through online channels. It will assist business entities in better gauging what customers look for when they research online channels before arriving at their decision to buy or not to buy.
Methodology: A qualitative research design has been employed in writing this research paper. The primary material has been collected from two interviews with business-to-business com- pany representatives. Primary data combined with secondary research and theoretical frame- works are the basis of analysis and conclusions drawn in this research.
Findings: Overlapping factors influencing customers reliance on online customer reviews in both business-to-business and business-to-consumer sectors are outlined, such as: customer characteristics, valence, number of reviews, and reviewer credibility. Factors only relevant in the business-to-business context are also highlighted, which are: the online customer reviews appeal to customer needs; and amount of information in the review
Research Limitations: Lack of prior research in the area of business-to-business with a focus on online customer reviews served as a limitation. Moreover, the limited number of interviews conducted is another limitation.
Originality/Value: Research based on business-to-business relating to online customer reviews has been lacking. The overlapping influencing factors of business-to-consumer and business- to-business areas as well as new findings from the interviews can facilitate further research in this field.}},
  author       = {{Borg, Cornelia and Vanselius, Mikaela and Asad, Amna}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Online Customer Reviews Within Business-to-Business: Exploring Elements That Affect Customer Reliance On Online Customer Reviews}},
  year         = {{2020}},
}