I read about it online ...
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 22_Publication in policy or professional journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 26-31 |
| Journal / Publication | Marketing Research |
| Volume | 15 |
| Issue number | 4 |
| Publication status | Published - Dec 2003 |
Link(s)
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.
Citation Format(s)
I read about it online ... / Yang, Zhilin; Peterson, Robin T.
In: Marketing Research, Vol. 15, No. 4, 12.2003, p. 26-31.Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 22_Publication in policy or professional journal › peer-review
