دانلود رایگان مقاله استفاده از گروپون برای تجارت بهداشت و سلامتی

Abstract

Social merchants are small business owners and entrepreneurs who adopt social shopping as a new sales channel. They employ social shopping intermediaries, such as Groupon and LivingSocial, to promote their products or services to pricesensitive customers at large discounts. The success of social merchants depends in part on the reputation they gain at merchant review sites (e.g., Yelp, TripAdvisor, Angie’s List), via which consumers post online product and merchant reviews. An analysis of social shopping provides insight regarding how social shopping works and what merchants must be aware of if they utilize social shopping intermediaries. This article shares these insights in the context of a set of health and wellness merchants that were studied for five years. Specifically, this article discusses how their Groupon daily deals affect merchant reviews, and how surviving vs. failed social merchants differ in terms of their review scores and number of reviews. Finally, this article provides recommendations about merchant review management to health and wellness merchants.

6.5. Respond to unsatisfied customers immediately

The more immediate the response to the consumer, the more valuable that information is considered to be (Weiss, Lurie, & MacInnis, 2008). Social merchants need to ensure that consumers’ complaints are identified and addressed immediately when they appear on reviewsites.As consumerstrustrecommendations and reviews from peers more than those from the merchants orintermediaries,timely responsesto any negative peer reviews are critical to mitigate the negative effect and maintain reputation. As discussed previously, as the merchant review sites gain more popularity, negative reviews posted by a large number of customers may lead to a rapid decline in the market share.