welke invloed al die adviezen hebben op de consument<\/a>.<\/p>\n\u00a0<\/p>\n
“Het is bijzonder opvallend dat bijna iedereen zich aansluit bij wat de meerderheid vindt<\/strong>“, zegt marketingprofessor Patrick De Pelsmacker, die het onderzoek begeleidde. “Als de meerderheid van de besprekingen positief is, gingen de testpersonen daarin mee. Waren de meeste meningen negatief, oordeelde ook de testpersoon dat hij daar bijvoorbeeld liever niet wilde gaan eten. Ook al kreeg hij tussen al die negatieve reacties ook enkele zeer positieve recensies<\/strong> te lezen. Maar die werden dan compleet genegeerd<\/strong>“, aldus de professor in Het Nieuwsblad.<\/p>\n\u00a0<\/p>\n
“Gelijken” betrouwbaarder dan “experts”<\/h2>\n
Het onderzoek trekt nog een aantal wetenswaardige conclusies. Bijvoorbeeld dat “negatieve reviews die ook een zekere mate van positieve informatie bevatten, het sterkste effect hebben op het gepercipieerde nut van de review<\/strong>. Positieve reviews daarentegen, die een deel negatieve informatie bevatten, hebben het meeste effect op de attitude ten aanzien van producten<\/strong>“, aldus Nathalie Purnawirawan.<\/p>\n\u00a0<\/p>\n
“Verder vinden consumenten online reviews nuttiger wanneer ze betrekking hebben op bekende merken en ervaringsproducten<\/strong>. En de bevindingen suggereren ook dat online reviews meerdere rollen hebben, afhankelijk van de aankoopfase van de consument. In een vroege aankoopfase dienen online reviews als informanten<\/strong>, en in een latere fase als aanbevelers<\/strong>: wel of niet kopen.”<\/p>\n\u00a0<\/p>\n
Nog een opvallende vaststelling: “ook meningen van experts of deskundigen worden veelal genegeerd<\/strong>. Mensen vertrouwen toch vooral op het oordeel van hun gelijken”, zegt de professor.<\/p>\n\u00a0<\/p>\n
Excuses alleen volstaan niet<\/h2>\n
Blijft de vraag van \u00e9\u00e9n miljoen: hoe ga je het best om met negatieve reviews, kwestie van eventuele imagoschade zoveel mogelijk te beperken? “De resultaten tonen aan dat zowel een weerlegging als louter een verontschuldiging slechte strategie\u00ebn<\/strong> zijn. Weerlegging communiceert geen empathie met de klant, terwijl een loutere verontschuldiging wordt beschouwd als zinloos, omdat het probleem onopgelost blijft”, aldus Nathalie Purnawirawan.<\/p>\n\u00a0<\/p>\n
Maar wat dan wel?<\/strong> “Hoe negatiever de meerderheidsmening, hoe meer moeite het bedrijf moet doen om positieve attitude en gedragsintentie van hun potenti\u00eble klanten (de lezers) te herstellen. Wanneer de meerderheid positief is, is er geen reactie nodig. Wanneer de helft van de klanten tevreden is, en de andere helft niet, is verontschuldigen en beloven dat het probleem niet opnieuw zal gebeuren, het meest effectief. Ten slotte, wanneer de meerderheid ontevreden is, blijkt het aanbieden van een vergoeding bovenop verontschuldigingen en een belofte naar de toekomst toe, het meest effectief”, vervolgt Nathalie Purnawirawan.<\/p>\n\u00a0<\/p>\n
E\u00e9n ding onderzocht de studie jammer genoeg niet: hoe waarheidsgetrouw de reviews op het internet zijn<\/strong>. Want niets sluit uit dat die recensies \u2013 goede zowel als slechte \u2013 helemaal uit de duim gezogen zijn, zoals misbruiken in het verleden helaas al hebben aangetoond.<\/p>\n","protected":false},"excerpt":{"rendered":"De meerderheid heeft gelijk “Recente studies tonen aan dat 61% van de klanten online reviews lezen vooraleer ze iets kopen en dat 72% van de consumenten online reviews evenveel vertrouwen als persoonlijke aanbevelingen. Online reviews worden dus doorgaans als geloofwaardiger en betrouwbaarder beschouwd dan reclame of andere marketingberichten“, zegt Nathalia Purnawirawan van de Antwerpse Faculteit […]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[33],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-4890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"\n
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