Professor Ravichandran will introduce us to one of his current research projects on utilizing Online word of mouth (eWoM) data from external stakeholders. Online word of mouth (eWoM) as signified by customer reviews in online forums have grown in importance in terms of their influence on customer attitudes and purchase decisions. The increasing volume of reviews and their potential effects requires firms to be strategic in how they respond to reviews. There is limited systematic research on managerial response strategies to online customer complaints and compliments. This presentation will discuss a research stream where we develop theory driven frameworks to explore if and how firms should respond to online reviews and the effects of managerial response on future customer attitudes. Using data compiled through text analysis of reviews and responses in a popular online platform, this research derives key insights for theory and practice. The presentation will discuss these findings and their implications.
Professor Ravichandran is an associated faculty member in the Industrial and Systems Engineering Department in the School of Engineering and a faculty for the IT program in the School of Science at Rensselaer. Prof. Ravichandran's research has focused on the digital strategies of firms and the mechanisms through which digitization is transforming firms, markets, supply networks and industries. Operationally, this focus has translated into three broad research streams 1) strategic implications of IT with a focus on competitive behaviors of firms, 2) electronic markets and the role of IT in value networks and 3) effects of IT on the innovation processes and outcomes. He currently serves as a Senior Editor of MIS Quarterly and as a Department Editor for IEEE Transactions on Engineering Management. He recently completed a four year term as an Associate Editor of MIS Quarterly and a three year term as an Associate Editor of Information Systems Research.
Dr. Manuel Wiesche