Casestudie af service virksomhed og e-WOM

Louise Devantier, Robert Vincent Madsen & Oliver Mervig

Studenteropgave: Speciale


Over the past decade there has been a rapid growth in online customer reviews. Consumers today share immense amount of information about their experiences with services and products online on customer review websites. Consumers purchase intention is today increasingly affected by these reviews. In the project, these reviews are also known as electronic word-of-mouth (e-WOM). Websites such as Trustpilot offer vast amount of easy access information to any customer that wants to read the reviews of other customers experience with a wide variety of different businesses. This project aims to investigate how a service business incorporates online customer reviews (e-WOM) in their marketing strategy. The project is based on a Danish tour operator as a case for the study. We conducted an interview to gain in-depth practical knowledge about the specific type of business. Customer reviews as a phenomenon was studied through a wide range of theories and articles primarily concerned with it’s development as phenomenon. The theories have formed an understanding of the phenomenon and the social context where the case operates. Since the business provides a service to it’s customers distinguishing between a product and a service was evident. The analysis was built around four hypotheses, which were created on the basis of a pre-understanding of the topic and the issues we identified after having gained a deeper theoretical insight into the phenomenon of customer reviews. The different hypotheses are analyzed based on the findings in the interview and the presented theories. The aim is to confirm or reject the four hypotheses. Furthermore, the analysis creates an understanding of online customers reviews extent and the impact on both businesses and consumers. Some of the keys points, which are discussed centers around Trustpilot’s business model, the monopolistic tendency of the platform as well as points on the very ambiguous responses regarding how our business case handles e-WOM. Furthermore, the business didn’t have a specific strategy on how to handle customer reviews because of a low rating as a result of several bad reviews. The business case has not responded to the customer reviews on their profile page on Trustpilot, but has considered several illegal strategies to increase their overall rating on Trustpilot. This implies the presence on Trustpilot and a good rating being very significant to the business. This project concludes that businesses of the same type as our case in point are challenged when it comes managing online customer reviews and incorporating it into their marketing strategy of the business.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato21 dec. 2015
VejledereAndreas Maaløe Jespersen


  • E-wom