I read about it online ...

Zhilin Yang; Robin T. Peterson

I read about it online ...

Zhilin Yang
, Robin T. Peterson

Department of Marketing

Research output: Journal Publications and Reviews › RGC 22 - Publication in policy or professional journal › peer-review

7 Citations (Scopus)

Abstract

Online customer product reviews and evaluations are assuming an increasingly important role in e-commerce. These communications can reduce information search costs, provide suggestions for improving product design and service quality, and furnish insights on the status of e-commerce marketers. But do we fully understand the nature and appreciate the implications of online customer feedback? Are we using it to its full potential? This article explains the types of online customer feedback systems and the challenges in eliciting quality reviews.

Original language	English
Pages (from-to)	26-31
Journal	Marketing Research
Volume	15
Issue number	4
Publication status	Published - Dec 2003

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AU - Peterson, Robin T.

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AB - Online customer product reviews and evaluations are assuming an increasingly important role in e-commerce. These communications can reduce information search costs, provide suggestions for improving product design and service quality, and furnish insights on the status of e-commerce marketers. But do we fully understand the nature and appreciate the implications of online customer feedback? Are we using it to its full potential? This article explains the types of online customer feedback systems and the challenges in eliciting quality reviews.

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M3 - RGC 22 - Publication in policy or professional journal

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JO - Marketing Research

JF - Marketing Research

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ER -

I read about it online ...

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