Don’t shoot the messenger! The effects of customer ratings on relationships in platform markets

Starke, Sebastian ; Janda, Sergej von ; Kuester, Sabine

Document Type: Conference or workshop publication
Year of publication: 2020
Book title: 49th EMAC Annual Conference 2020 : 26-29 May 2020, Corvinus University of Budapest, Hungary, [proceedings]
Page range: Article 63902
Conference title: 49th EMAC Annual Conference 2020 (conference canceled)
Location of the conference venue: Budapest, Hungary
Date of the conference: canceled
Place of publication: Budapest
Publishing house: European Marketing Academy
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Abstract: Despite the growing relevance of platforms, their management as digital business models remains challenging. To regulate encounters between customers and service providers, platforms frequently employ bidirectional rating systems used for both parties to evaluate each other. But how do customers react to receiving customer ratings? And how do these customer ratings affect the relationship between customers and the platform? We conduct an online scenario experiment in which customers receive customer ratings for their behavior in a service. Using balance theory as a conceptual underpinning, we show that customers’ reactions are affected by the perceived adequacy of the ratings and their trust in the platform. Our findings contribute to the emerging literature on platforms and improve our understanding of the effect of customer ratings on relationships in platforms. Further, this study urges platform managers to educate service providers about the importance of adequate customer ratings.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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