I read about it online...
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 62_Review of books or of software (or similar publications/items) › Not applicable › peer-review
Related Research Unit(s)
|Journal / Publication||Marketing Research|
|Publication status||Published - Dec 2003|
|Link to Scopus||https://www.scopus.com/record/display.uri?eid=2-s2.0-1542711276&origin=recordpage|
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.