| Issue |
SHS Web Conf.
Volume 163, 2023
2023 8th International Conference on Social Sciences and Economic Development (ICSSED 2023)
|
|
|---|---|---|
| Article Number | 02006 | |
| Number of page(s) | 4 | |
| Section | Marketing and Organizational Behavior Management | |
| DOI | https://doi.org/10.1051/shsconf/202316302006 | |
| Published online | 28 April 2023 | |
“Can You Give Me A Five Star Please?” - How Human Interactions Influence Online Service Ratings
University of Toronto, Toronto, Canada, M1C 1A4
When talking about giving “five stars” in the quality of human interaction between service provider and receiver should not be omit. In the field of marketing studies, this is relatively less talked about. This study examines the relationship between the existence of human interaction in the service experience and the consumer ratings in online services, how the quality of the interaction affect the ratings and to what extend. Three studies were conducted to test out if consumers are more likely to rate when the human interactions take place, and they are more likely to rate when the interaction is not favourable. Furthermore, they are more likely to rate to the extreme. The results are predicted to agree with the hypotheses. The study results are valuable for brands to interpret the received ratings and to work to provide a better user experience.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (https://creativecommons.org/licenses/by/4.0/).
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