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Study of E-Commerce Customer Review Capturing Process in the Indian Context

Study of E-Commerce Customer Review Capturing Process in the Indian Context

Som Sekhar Bhattacharyya (National Institute of Industrial Engineering, Mumbai, India) and Asmita Wani (National Institute of Industrial Engineering, Mumbai, India)
Copyright: © 2022 |Pages: 15
DOI: 10.4018/978-1-7998-8486-6.ch005
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Abstract

Online customer reviews provided by customers on e-commerce sites who had bought the products proved to be a key parameter. New and potential customers at the pre-purchase stage to vet the merits and demerits before buying new products listed on e-commerce sites referred to online customer reviews. However, there have been very few studies that focused on online customer review capturing process. Thus, this research work focused on the review capturing process of e-commerce websites from a customer's point of view to understand the online customer review process. A qualitative exploratory research was carried out. An open-ended semi-structured questionnaire was used to understand customer's stand on the e-commerce review capturing process. In-depth interviews were collected from customers. The data was analyzed thematic content. The study findings indicated what motivated customers to write online reviews, what inhibited them from writing reviews and what were their suggestions for the managers of e-commerce organizations towards designing better online review capturing.
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Literature Review

The researchers studied the published articles from reputed international journals available on e-commerce review capturing process on ‘Scopus’ journals database. Initially, the authors studied the article titles, abstract and keywords. The initial search focus was about the keywords of ‘E-commerce Customer Review Process’. The articles which had higher relevance and recency according to the authors were only studied in more detailed manner. Hence only research studies conducted in the last ten years were thus studied. In this process, seventeen articles were shortlisted and studied in detail. Thus, a systematic literature review was carried out as advocated by scholars (Verma & Bhattacharyya, 2019; Bhattacharyya and Verma, 2020). The literature review has been presented in table 1, with the name of the authors, findings, and the remarks. As per chronological order the most recent article has been placed on top of the table.

Key Terms in this Chapter

E-Commerce: Electronic commerce is an online marketplace to trade goods.

Online Review Analytics: The analysis of the online feedback provided by customers to gain business insights for the business firms engaged in electronic commerce.

Online Customer Review: An online generally written feedback provided by a customer after purchasing or using a product on/ from an electric commerce site.

Big Data Analytics: Use of advanced analytic techniques against very voluminous, high velocity and diverse data sets that include structured, semi-structured and unstructured data, from different sources, and with varied sizes.

Online Review Capturing Process: An online system and mechanism that captures feedback from customers in online mode.

Online Review Writing Hindrances: Personal psychological barriers as well as inhibiting social factors that discourage a customer from writing any online reviews.

Online Review Writing Motivation: Personal psychological as well as social factors that encourage a customer to write review online.

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