From Being a Rater to Being Rated: The Influence of Customer Ratings on Customer Attitudes and Behavior

从成为评级者到被评级：客户评级对客户态度和行为的影响

• 批准号: 440642239
• 负责人: Dr. Sergej von Janda
• 金额: --
• 依托单位: Lehrstuhl für Marketing und Innovation
• 依托单位国家: 德国
• 项目类别: Research Grants
• 财政年份: 2020
• 资助国家: 德国
• 起止时间: 2019-12-31 至 2020-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/440642239?language=en
• 关键词: Being; Rater; Rated; Influence; Customer

The increasing digitalization leads to profound changes in established industries and to the emergence of companies employing new types of business models. For example, companies using platform-based business models, such as the online retailer Amazon and the mobility services provider Uber, already represent seven of the ten most valuable companies in the world. These platforms connect participants on the supply and demand side of the market and orchestrate their interaction.Due to the anonymity of market participants on online platforms, information asymmetries are considerably higher than in traditional service transactions, as are the associated risks and uncertainties for both customers and service providers. To reduce these uncertainties, some platforms use bidirectional rating systems. On the one hand, these rating systems allow customers of a platform to use reviews and ratings as information about products and services from providers on the same platform, thereby reducing uncertainties. On the other hand, bidirectional rating systems also allow service providers to access customer ratings by other providers on the same platform. Bidirectional rating systems, thus, can guide the behavior of market participants by rewarding positive behavior and penalizing negative behavior with respective ratings. Product and service ratings by customers, i.e., the demand side of the market, have existed for quite some time. Customer ratings of customers by providers, i.e., the supply side of the market, represent a new phenomenon which is currently understudied. Existing literature on customer ratings in the realm of online platforms has examined the phenomenon exclusively from a company’s perspective, focusing on providers’ reactions to customer ratings. However, there is paucity of research on the customer perspective to examine how customers react in attitude and behavior to being rated.The overall goal of this research project is to investigate how customer ratings work on platforms and how they affect customers and the relationships between customers, service providers, and platforms. This should lead to an understanding of how customer ratings influence customer attitudes and their behavior and potentially prevent market failures in platform markets.The project aims to provide valuable contributions to research and practice. The results of this project will hone our understanding of the effects of customer ratings on relevant customer-related variables in the context of platform-based business models. Based on the findings, the project will provide recommendations for companies using customer ratings and with regard to the effectiveness of these ratings as a mechanism for the management of market uncertainties.

越来越多的数字化导致建立行业的深刻变化以及采用新型商业模式的公司的出现。例如，使用基于平台的业务模型的公司，例如在线零售商亚马逊和移动服务提供商Uber，已经代表了世界上十家最有价值的公司中的七家。这些平台将参与者连接到市场的供求方面，并协调他们的互动。在线平台上的匿名性，信息不对称的人数高于传统服务交易，以及对客户和服务提供商的相关风险和不确定性。为了减少这些不确定性，一些平台使用双向评级系统。一方面，这些评级系统允许平台的客户使用评论和评级作为同一平台上提供商的产品和服务的信息，从而减少不确定性。另一方面，双向评级系统还允许服务提供商在同一平台上访问其他提供商的客户评级。因此，双向评级系统可以通过奖励积极行为并惩罚尊重评级来指导市场参与者的行为。客户的产品和服务评级，即市场的需求方面已经存在了相当长的一段时间。提供商对客户的客户评级，即市场的供应方面代表了一种新现象，目前已被理解。在线平台领域中有关客户评级的现有文献已经从公司的角度研究了这种现象，重点是提供商对客户评级的反应。但是，从客户角度来看，研究客户对评分的态度和行为如何做出反应。该研究项目的总体目标是调查客户评级如何在平台上工作，以及他们如何影响客户以及客户，服务提供商和平台之间的关系。这将导致了解客户评级如何影响客户的参与及其行为，并有可能阻止平台市场中的市场失败。该项目旨在为研究和实践提供宝贵的贡献。该项目的结果将仅了解我们在基于平台的业务模型的背景下对客户评级对相关客户相关变量的影响。根据调查结果，该项目将为使用客户评级的公司提供建议，并将这些评级作为管理市场不确定性的机制的有效性。