Understanding Customer Experience with Disruptive Technology through Online Customer Reviews
Creators: name: Ghoul, Oula
Publisher: name: Torrens University Australia
Year: 2024
Subjects: classificationCode: 460209
subject: Planning and decision making

description: The provision of online customer reviews (OCRs) via electronic word-of-mouth, which allows customers to post their feedback, has added significant value to business processes. Customers can evaluate products and services directly without interference from third parties. OCRs have been widely discussed in terms of improving products and services. However, there are limited studies on the impact of OCRs on the evaluation of business applications, which have become anintegral part of many organisations. Therefore, in this study, we aim to fill this gap by investigating the influence of Online Customer Reviews (OCRs) on the process of downloading business apps in organisations. This thesis explores the impact of electronic word-of-mouth (eWOM), focusing primarily on user reviews of mobile business apps and the decisions of prospective customers to download these apps. The study aimed to enable a better understanding of the rationale or the elements that prospective customers consider before downloading mobile apps for business usein organisations. This study presents a conceptual model of how professionals in the IT department and other departments select, evaluate, and download mobile business applications based on online customer reviews (OCRs). This thesis addresses two research questions (RQ1). What are the influencing factors that lead organisations to consider online customer reviews (OCRs) in their decision-making processes for downloading business applications? (RQ2.) How do organisations assess the information presented in online customer reviews before downloading mobile business applications? This study used a qualitative method with inductive thinking and an interpretive perspective to create a model that assists in understanding and dissecting the multifaceted decision-making processes underlying app downloading in organisations. Three case studies were constructed using ten semi-structured, in-depth interviews to determine the factors influencing the download of a particular mobile application over others. 7 The study focused on the factors that lead personnel to read OCRs and the dimensions of these reviews that influence the downloading decision. The theory developed from the empirical data suggests that there are critical factors that lead specialists to read reviews. It also indicates that the content and the source of the reviews are associated with positive attitudes towards these reviews, which have a significant impact on mobile application downloading decisions. The findings of this study can serve as a foundation for mobile app developers and stakeholders to incorporate OCRs when updating their applications. In addition, marketers of mobile apps will be equipped with the necessary information to make effective decisions regarding the sustainable growth of app development companies within the industry. Finally, the findings of this study have implications for academia as they contribute to the knowledge of marketing analytics and provide insights into potential "gaps" for further studies.