CHAPTER 1-5 FINAL PAPER with ref

Both studies clearly show that it is essential for

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Both studies clearly show that it is essential for hoteliers to respond to reviews, in particular a negative review, in the correct way in order to maintain a good relationship with guests and encourage future bookings whilst avoiding losing out on new business. IMPACT OF REVIEWS TO THE CONSUMERS’ According to the study entitled “E-Commerce (2013) Reviews: The Dramatic Impact on Consumers’ Path to Purchase” the author stated that, The Influence Central’s research also reveals the dramatic impact reviews have on consumers’ purchasing journey with more than 90% of consumers saying that an online review is more important than input from a salesperson. Moreover, after reading an online review and deciding to make a purchase, nearly 80% of consumers buy the product online. 88% of consumers consider online reviews very influential when purchasing a new product from a brand with which they’re not familiar. Even when purchasing a new product from a brand they already know, 67% of women consumers still consider online reviews very influential. The top online site for checking reviews? Amazon, on which 90% of consumers consider online, reviews determinative. For the 43% of consumers who check online reviews for items they’ve purchased before, they do so to see if others have had a similar experience and also to see if there is a better product option.
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Moreover, consumers consider themselves savvy discerners of reviews, with 97% saying they can tell almost all of the time the credibility of a posted review. 3 key determinates of trust for an online review: how much the person sounds like me, amount of detail in the review, and noted as a verified purchaser. The additional findings below from Influence Central’s research study that looked into the impact of online product reviews: ADDITIONAL KEY FINDINGS When making a product purchase, only 3% of consumers consider online reviews to be very unimportant and only 1% consider them not important at all. 48% of consumers consider reviews on Amazon to be extremely important, followed by another 42% who consider them to be very important. In addition, more than 80% of consumers consider the reviews on Amazon to be extremely or very credible. Outside of Amazon, the top sites in which consumers rely on online reviews as extremely or very important: Target (67%) Best Buy (64%) Walmart (62%) eBay (59%) Trip Advisor (55%)
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Toys R Us/Babies R Us (53%) Kohl’s (50%) 89% of consumers distrust most online reviews posted from a stranger who does so anonymously (e.g., someone who does not use their real name). When strangers use their real name and a photo, this distrust drops to only 23%. Just 18% of consumers always trust personal recommendations much more than online customer reviews.
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