Title: Theoretical investigation of the antecedent role of review valence in building electronic customer relationships

Authors: Ran Liu; John B. Ford; Nusser Raajpoot

Addresses: Marketing Department, Central Connecticut State University, Connecticut, USA ' Department of Marketing, Old Dominion University, Virginia, USA ' Marketing Department, Central Connecticut State University, Connecticut, USA

Abstract: The valence of online reviews (positive or negative) offers a systematic linkage between consumers and company brands. Online reviews can deteriorate or improve electronic customer relationships. The findings of a thorough analysis of a set of organisational and individual behavioural theories indicate that negative reviews increase a consumer's perceived conflict with a focal firm, leading to a reduced level of perceived relational benefit and trust, undermining the consumer's loyalty. Fundamental propositions indicate that researchers should focus more on word-of-mouth (WOM) as an antecedent of relationship marketing, and marketers should focus on proactive WOM campaigns, critical for establishing long-term reciprocal relationships with consumers.

Keywords: electronic customer relationships; online review; valence; relationship marketing; online marketing.

DOI: 10.1504/IJECRM.2022.124088

International Journal of Electronic Customer Relationship Management, 2022 Vol.13 No.3, pp.187 - 202

Received: 22 Sep 2021
Accepted: 02 Dec 2021
Published online: 12 Jul 2022 *