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An exploratory study of business-to-business online customer reviews: external online professional communities and internal vendor scorecards

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  • Michelle D. Steward

    (Wake Forest University)

  • James A. Narus

    (Wake Forest University)

  • Michelle L. Roehm

    (Wake Forest University)

Abstract

This research examines the increasing use of online customer reviews in business-to-business (B2B) decision making. In contrast with other research on B2B decision making, we study a unique aspect wherein buyers draw on two sources: external reviews posted on online professional communities and internal reviews in the format of vendor scorecards. This method creates a conundrum: What happens when a buyer is confronted with conflicting reviews from two different sources? To shed light on this problem, we (1) interviewed 48 B2B buyers, (2) conducted a field experiment with 293 B2B buyers to examine the effect of review source, (3) conducted a second field experiment with 587 B2B buyers to examine the effect of conflicting reviews, and (4) solicited insights from 82 B2B buyers regarding the findings. The results indicate that B2B buyers are driven to resolve differences in reviews rather than to dismiss negative reviews. In addition, even positive internal reviews prompt exploration to confirm that relational bias is not present.

Suggested Citation

  • Michelle D. Steward & James A. Narus & Michelle L. Roehm, 2018. "An exploratory study of business-to-business online customer reviews: external online professional communities and internal vendor scorecards," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 173-189, March.
    • Handle: RePEc:spr:joamsc:v:46:y:2018:i:2:d:10.1007_s11747-017-0556-3
    DOI: 10.1007/s11747-017-0556-3
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    Cited by:

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    2. König, Tatjana Maria & Hein, Nika & Nimsgern, Vivien, 2022. "A value perspective on online review platforms: Profiling preference structures of online shops and traditional companies," Journal of Business Research, Elsevier, vol. 145(C), pages 387-401.
    3. D. Eric Boyd & F. Javier Sese & Sebastian Tillmanns, 2023. "The design of B2B customer references: A signaling theory perspective," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 658-674, May.
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    5. Cartwright, Severina & Davies, Iain & Archer-Brown, Chris, 2021. "Managing relationships on social media in business-to-business organisations," Journal of Business Research, Elsevier, vol. 125(C), pages 120-134.
    6. Prior, Daniel D. & Keränen, Joona, 2020. "Revisiting contemporary issues in B2B marketing: It's not just about artificial intelligence," Australasian marketing journal, Elsevier, vol. 28(2), pages 83-89.

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