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20周年院庆系列学术活动 | 市场营销与消费者行为第二十五期前沿学术讲座: 厦门大学叶军教授
应365体育官方唯一入口服务管理研究所邀请,厦门大学叶军教授将于我院举办学术讲座。欢迎感兴趣的师生积极参加!
主 题:对客户正面评价和负面评价的管理回应影响客户评级和企业财政绩效(The Effects of Managerial Responses to Positive versus Negative Reviews on Customer Ratings and Financial Performance)
主讲人:叶 军 教授
主持人:柳武妹 教授
时 间:2024年6月3日(周一) 10:00—12:00
地 点:365体育官方唯一入口城关校区齐云楼204会议室
讲座简介:
管理回应(Managerial responses,MRs)作为应对线上客户评价的重要干预策略,日益受到广泛关注。本研究旨在回答企业应该优先回应客户的正面评价(MR-P)还是负面评价(MR-N)这一问题。我们研究了MR-P比率和MR-N比率对后续客户评级和企业财务绩效的不同影响。研究结果表明,MR-P比率能够提高后续客户评级和企业财务绩效,而MR-N比率虽然在短期内会降低客户评价评级和和企业财务绩效,但在长期内却有助于这些指标的改善。此外,我们还发现,对于MRs内容高度相似的企业以及竞争对手积极创建MRs的企业来说,MR-P和MR-N对后续客户评级的影响会减弱。本研究不仅可以深化我们对于管理回应文献的理解,也为寻求MR效果最大化的企业提供了宝贵指导。
Managerial responses (MRs) have gained increasing attention as an important intervention strategy for addressing online customer reviews. This study seeks to answer the question of how a firm should prioritize responding to customers’ positive reviews (MR-P) and negative reviews (MR-N). We examine the differential effect of the MR-P ratio and the MR-N ratio on subsequent customer review ratings and a firm’s financial performance. Our findings show that while the MR-P ratio leads to an increase in subsequent customer review ratings and revenue, the MR-N ratio results in a decrease in customer review ratings and revenue in the short run, but contributes to improvements in these metrics in the long run. Furthermore, we find that the influence of MR-P and MR-N on subsequent review ratings diminishes among firms whose MRs contain highly similar content and firms whose competitors actively create MRs. This research not only advances our understanding of the managerial response literature but also provides valuable guidance for firms seeking to maximize the effectiveness of their MR campaigns.
主讲人简介:
叶军,厦门大学365体育市场学系教授,博士生导师,兼任市场学系主任。主要研究领域为可持续性营销实践,消费者福祉,中国传统文化思想在营销中的应用,顾客评论回复策略等。在Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Business Ethics, Journal of Business Research等刊物上上发表论文多篇。主持或参与多项中国和美国国家自然科学基金项目,福建省自然科学基金项目,腾讯慈善基金会和盖茨梅琳达基金会项目,2014年获得福建省高校领军人物称号和资助。