THE NEW MATH IN B2B ONLINE REVIEWS: WHEN ARE NEGATIVELY-RATED SUPPLIERS OF INTEREST?
Risk is an important factor when B2B customers consider an alternative supplier. Negative online ratings are thought to provide a heuristic tool to avoid a supplier and thus to reduce risk. However, we find a more complex pattern of response. Our research identifies counterintuitive conditions under...
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| Veröffentlicht in: | Marketing management journal 2023-10, Vol.33 (2), p.1-14 |
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| container_title | Marketing management journal |
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| creator | Steward, Michelle D Narus, James A Roehm, Michelle L Herbst, Kenneth C |
| description | Risk is an important factor when B2B customers consider an alternative supplier. Negative online ratings are thought to provide a heuristic tool to avoid a supplier and thus to reduce risk. However, we find a more complex pattern of response. Our research identifies counterintuitive conditions under which B2B customers consider an online negatively-rated supplier when an available incumbent supplier is available and can do the job. We find that when a B2B customer is worried about the current supplier's relationship being too close with an internal customer, the B2B customer will consider a negatively-rated supplier. Through two experiments with B2B purchasing professionals, this research examines a particular clash between negativity bias theory and social exchange theory, as applied to both intra- and inter-organizational relationships that are critical to B2B marketing. |
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| ispartof | Marketing management journal, 2023-10, Vol.33 (2), p.1-14 |
| issn | 1534-973X 2329-9762 |
| language | eng |
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| source | Business Source Complete |
| subjects | Business to business commerce Consumers Decision making Internal customers Marketing Marketing management Professionals Ratings & rankings Social exchange theory Stakeholders Suppliers User generated content |
| title | THE NEW MATH IN B2B ONLINE REVIEWS: WHEN ARE NEGATIVELY-RATED SUPPLIERS OF INTEREST? |
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