Reviews · Exploratory empirical study.
An exploratory study of business-to-business online customer reviews: External online professional communities and internal vendor scorecards
Journal of the Academy of Marketing Science · 2018
Summary
B2B buyers use both external online reviews and internal evaluations; the sources differ in role and information available during vendor decisions.
For your marketing
Possible founder application
Treat review presence, referenceability, and customer-success scorecards as separate trust assets.
Reported result
What the study found
B2B buyers use both external online reviews and internal evaluations; the sources differ in role and information available during vendor decisions.
Research question
What the authors investigated
How do external B2B reviews and internal vendor scorecards function in business purchasing?
Design
Exploratory empirical study.
Sample and setting
B2B buying; external professional review communities and internal vendor scorecards.
Scope and transfer
Limitations to keep in view
Exploratory evidence may not generalize across industries, platforms, or buying committees.
Research sources
Publisher abstract/metadata supports the study design, context, and reported finding.