University of Twente Student Theses


What motivates customers to leave feedback behind on an online platform?

Oever, Linde ten (2019) What motivates customers to leave feedback behind on an online platform?

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Abstract:The aim of this exploratory study entailed to “explore the different types and antecedents of extrinsic motivation of customers to leave feedback on an online platform “. This is examined by means of a qualitative data method in which 24 interviews were carried out. This study revealed that online platform users sometimes leave feedback behind instead of always or never. The results of this study have shown that there are several attributes (platform attributes, customer attributes, provider attributes and transaction attributes) that influence a customer’s extrinsic motivation when leaving feedback behind on an online platform or not. In addition, it has been revealed that each category of attributes influences a specific form of extrinsic motivation of the customer which are: platform attributes-external regulation, provider attributes-introjected regulation, transaction attributes-identified regulation and customer attributes-integrated regulation. These attributes cannot be seen as stand-alone attributes but together they compose a configuration which entails the process of attributes a customer goes through/experiences when deciding to leave feedback behind or not. It has been shown that some attributes play more often a role within these configurations than other attributes. Depending on the experience of the customer different configurations can lead to leaving feedback behind or not.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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