Online consumer review Web sites prominently display consumers' online ratings of service firms, which influence other consumers' purchase decisions. Yet there are few insights on the factors influencing these online ratings. Associate Professor of Marketing Raji Srinivasan will outline findings from recent research on how other consumers' online ratings of a service firm moderate the effects of a reviewer's service encounter, as well as characteristics of the reviewer's online rating of the firm.
Srinivasan will discuss a study whose authors decompose the effects of service encounter characteristics on online ratings of service firms into "service encounter" and "social influence" components, a novel contribution to the marketing literature in services.
Raji Srinivasan is the Spurgeon Bell Centennial fellow in the Department of Marketing at the McCombs School of Business. She received her Ph.D. from Pennsylvania State University. Her research interests include marketing metrics and organizational innovation.