Title: Do online reviews help in perceiving the desired service? A study based on Indian consumers

Authors: Sadiya Fatima; Anupam Ghosh

Addresses: Department of Management, Birla Institute of Technology, Mesra, India ' Department of Management, Birla Institute of Technology, Mesra, India

Abstract: Despite the fact that online consumer reviews are becoming increasingly important in marketing literature, research regarding the impact of online consumer reviews is very limited in the Indian context. Existing literature in conjunction with interviews, under the guidance of prospect and uncertainty reduction theory was used to develop foundation for the current study. This research paper aims to conceptualise the impact of online consumer reviews among the Indian consumers in predicting their desired service. It focuses on three vital components of online reviews namely valence, content, and source credibility. Web survey was used for data collection. Pearson correlation and simple linear regression method were used to derive findings of the study. Results reveal that the valence and content of online reviews help consumers to perceive their desired service while the source of the review has no such impact. Based on the findings, theoretical and managerial implications are also presented.

Keywords: electronic word of mouth; e-commerce; online consumer review; perceived desired service; expected service; review valence; review content; source credibility; service quality.

DOI: 10.1504/IJBEX.2025.149877

International Journal of Business Excellence, 2025 Vol.37 No.3, pp.361 - 386

Received: 22 Jul 2021
Accepted: 24 Dec 2021
Published online: 17 Nov 2025 *

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