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

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.