In today’s digital marketplace, a single bad review can determine whether a customer walks through the door or walks away. In fact, 94% of consumers say they will avoid a business because of a negative review, according to ReviewTrackers. Recognizing the real-world stakes, a recent study at Eastern Kentucky University (EKU) by Assistant Professor of Marketing Dr. Lixun Su and Professor of Marketing Dr. Weiling Zhuang explores the effect of language style in shaping customer perceptions and strategies for businesses to respond to negative online reviews.
“Research at EKU is not just about advancing academic knowledge—it’s about addressing challenges that affect our communities and industries every day,” said EKU President David McFaddin. “This study demonstrates how our faculty are producing relevant insights that businesses can apply directly to strengthening relationships with customers and building trust in a digital age.”
In collaboration with researchers from other universities, Su and Zhuang published their study, “How to respond to negative online reviews: language style matters,” in the Journal of Service Theory and Practice. The study investigates two key questions: “What types of negative reviews should businesses prioritize responding to?” and “Which response strategies are most effective to minimize negative ramifications?” Through four controlled experiments, the research found the language style used in reviews significantly affects their influence on other consumers.
In particular, reviews written with implied conclusions—statements such as, “I do not believe that is a good choice, you know what I mean”—were shown to carry more weight than direct statements like, “Do not buy it.” Because implied reviews come across as more objective, they tend to have a stronger negative effect on customer attitudes, the researchers found. The study also suggests businesses should prioritize responding to implicit negative reviews that involve external factors, such as when an internet outage causes an online ordering system to fail or when weather forces a change in business hours.
While the research focused on Chinese-language reviews of hotels, the findings show broader implications for businesses managing online reputation, while opening the door for future studies on the topic across other languages and industries.
“This research allows business owners and marketers to not panic about negative reviews, but learn from them,” said Su. “The research could also apply to non-profit organizations, such as universities and hospitals.”
Through projects such as this, EKU prepares students for success in the rapidly changing marketplace. Through hands-on research opportunities, innovative teaching and strong industry connections, future business leaders graduate with the skills to think critically, solve complex problems and create meaningful impact in their communities and beyond.
Explore degree programs in EKU’s College of Business, including a Bachelor of Business Administration in marketing, management and other business fields and a Master of Business Administration—offered fully online or on campus.
By A’Mya Kendrick
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