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The effects of online reviews on service expectations: Do cultural value orientations matter?

Nath, Prithwiraj; Devlin, James; Reid, Veronica

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Authors

Prithwiraj Nath

James Devlin

Veronica Reid



Abstract

This study aims to explore the moderating influence of cultural value orientations of consumers on their use of positive and negative electronic word of mouth eWOM (PWOM and NWOM) to develop service expectations. It uses two experimental studies. Study 1 involves analysis of the manipulated effects of consumer-generated eWOM valence with 266 consumers from three different countries. Study 2 comprises of replication of study 1 but with added marketer generated information (imagery of the firm) with 84 consumers. The findings show that cultural value dimensions of power distance and long-term orientation influence how consumers react to PWOM and NWOM. For low power distance and short-term oriented consumers, the degree of impact on expectations is much higher when they encounter NWOM versus PWOM as compared to high power distance and long-term oriented consumers. It suggests a new segmentation strategy for practitioners based on the relationship between the interpretation of online reviews and cultural orientation of individual consumers.

Journal Article Type Article
Acceptance Date May 4, 2018
Online Publication Date May 10, 2018
Publication Date Sep 30, 2018
Deposit Date Jun 18, 2018
Publicly Available Date Nov 11, 2019
Journal Journal of Business Research
Print ISSN 0148-2963
Electronic ISSN 0148-2963
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 90
Pages 123-133
DOI https://doi.org/10.1016/j.jbusres.2018.05.001
Keywords Culture ; eWOM ; Service expectations ; Valence
Public URL https://nottingham-repository.worktribe.com/output/950487
Publisher URL https://www.sciencedirect.com/science/article/pii/S0148296318302261

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