Intrinsic Incentives for Online Business Reviews: Driving Knowledge Transfer Across Businesses

Grigoras Mihnea GINGIOVEANU Lupulescu and Francisca-Elena Zamfir
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Grigoras Mihnea GINGIOVEANU Lupulescu: Bucharest University of Economic Studies, https://orcid.org/0009-0003-3425-7920
Francisca-Elena Zamfir: Bucharest University of Economic Studies, https://orcid.org/0000-0003-3097-6365

Management Dynamics in the Knowledge Economy, 2023, vol. 11, issue 2, 138-151

Abstract: The present paper aims to analyze business-to-business feedback, where managers and customers provide reviews for partners or client organizations, as this practice has become increasingly common in the present business environment. However, the intrinsic motivations that drive managers and individuals to engage in this practice are not yet fully understood. Previous research has highlighted potential reasons for issuing feedback, but our study highlights some new perspectives on the significance of online reviews, the reasons why individuals issue them, and their potential impact on the decision-making process of consumers and business partners. Our findings suggest that improving customer service and interactions is essential for encouraging positive reviews. Our data also indicate that age might play a crucial role in attitudes toward leaving online reviews. Older individuals appear to perceive their reviews to be more objective and fairer, while younger individuals are more easily convinced by the opinions of others. The frequency of leaving reviews can also vary a lot depending on the age of the individual, possibly due to a lack of time or belief that their opinion may not have any valuable impact on other people's lives or decisions. One of the most significant factors that encourage individuals to offer feedback is good interaction with a company representative, highlighting the importance of customer service. The possibility of obtaining a discount and the quality of services and products offered were also important factors in the business-to-business review exchange. Although the data collected is based on a relatively small sample size and may not be representative of the wider population, this study provides valuable insights into the behavior of those who issue online reviews and can contribute to future research directions in this area.

Date: 2023
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