Unraveling the knot of consumer reviews: how stars and descriptions impact purchase intentions

Purpose This study aims to examine how quantitative star ratings, qualitative reviews of the service process and qualitative reviews of service outcomes uniquely impact consumer purchase intentions, particularly when online reviews are not monotonic. Design/methodology/approach This study involves four experimental studies with diverse participant samples, manipulating review elements – quantitative ratings, process-descriptive reviews and outcome-descriptive reviews – to assess their effects on purchase intent. Participants were presented with scenarios from both experience- and credence-based services to evaluate the impact of service type. Findings Both quantitative and qualitative reviews positively influenced purchase intent, with qualitative reviews having a stronger impact. Outcome-descriptive reviews consistently drove purchase decisions, while process-descriptive reviews mitigated negative perceptions when outcomes were less favorable or when signals were mixed. In credence services, process quality acted as a critical proxy for outcome quality, enhancing perceptions of service quality and expertise. Practical implications Service managers can enhance reputation management by motivating detailed outcome reviews and prompting positive process reviews to mitigate negative feedback, especially in credence services. Training staff to improve service process can also serve as a key differentiator when outcomes are less immediately observable. Originality/value This study adds to service marketing literature by highlighting the distinct impacts of qualitative and quantitative review components across different service contexts. It offers insights into which aspects of reviews most influence consumer purchase intentions, providing actionable guidance for service managers on where to focus their efforts.