Business Value of Making Managerial Responses: A Literature Review and Agenda for Future Research

Along with the prevalence of online customer reviews, a growing body of academic research has investigated the business value of adopting managerial response (MR) service, considering its capability to engage customers proactively. However, conflicting findings have been widely reported on the effect of MR usage in past studies. By synthesizing extant research on the topic, this literature review explicated the reported mechanism of how MR affect business performance and deciphered the causes of contradicting results reported in the extant literature, aiming at offering an agenda for future research. As a result, the study facilitates a more complete understanding on the state-of-art in MR research, which presents the key issues in current and emerging literature and offers a useful reference for the future advance in this field.