Waiter, There’S a Fly in My Soup (And I Have an Iphone)! How Evaluation Timing Can Impact Customer Reviews

Christine Ringler, Rutgers University, USA
Andrea C. Morales, Arizona State University, USA
Nancy J. Sirianni, Texas Christian University, USA
Mobile technology enables customers to post real-time reviews, but what does this mean for companies? Our research investigates this phenomenon in a longitudinal quasi-field study and a series of laboratory experiments that examine the effect of evaluation timing and quality of experience on ratings of companies, products, and services.
[ to cite ]:
Christine Ringler, Andrea C. Morales, and Nancy J. Sirianni (2012) ,"Waiter, There’S a Fly in My Soup (And I Have an Iphone)! How Evaluation Timing Can Impact Customer Reviews", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 261-265.