Crédito desarrollo

Based on this study, it appears that the Level of Effort has an impact on the extrinsic motivation of customers to leave a review. A distinction within the Level of Effort can been made between three types, these are: the level of effort which exceeds the expectations during the transaction, counterproductive behavior of the provider throughout the transaction and the behavior after the transaction. A important note, the Level of Effort regards an action executed by the Provider which impacts the experience of a customer.

The majority of the respondents indicated that they are more inclined to leave feedback on online platforms when the provider shows a high level of effort to help the customer to make the most out of their service. Respondent 1 indicates: ‘’Those people were just so nice. They arranged breakfast for us

and they were still at the reception until late in the night’’. Also respondent 3 adds: ‘’It was a very nice

stay and the people were also very sweet. They were waiting for us. They were very helpful and they had folders on the table with all the sightseeing tips’’. Respondent 19 explains: ‘’it was not very luxurious

or fantastic. But what makes the experience so good, is that this man puts a lot of effort into it for you. Very nice and friendly. Very helpful. That personal attention is very important.’’ She continues explaining that it is not the other way around: ‘’If you sleep in a very nice hotel, but you are very shitty

helped at the reception. For example, at the reception no one cares if you're there. Or is very unkind. Then I would rather leave a negative review’’. So, when the provider has a high level of effort this will more likely result in a positive review, than a provider with a low level of effort, which is more inclined to receive a negative review.

The low level of effort of a provider within this study is described as the counterproductive behavior of a provider. This is defined as behavior which is not accepted by customers. This implies customers require to have a bad experience with the behavior of the provider during their stay, which stimulates them to leave feedback on an online platform. An example of such a bad experience is given by respondent 19: ‘’I had a strange experience. I do not think that the owner was mentally well. I felt

really uncomfortable there. That woman was very weird, it was a bit creepy or something’’. Also respondent 11 indicates he had bad experiences as he was ‘’being treated rudely’’ in certain hotels, which stimulated him to leave feedback. Also, it could be the case that the provider takes too long to deliver the products as respondent 12 indicates she left a review because ‘’ my products never arrived’’. Moreover, providers can react inappropriate on certain questions of the customer, which also stimulates them to leave a review. So, the provider can, by means of showing counterproductive behavior, stimulate the customers to leave feedback on the online platform.

Lastly, the provider can impact the customer to leave a review with their behavior after the transaction, which can have an impact for customers to write a review or not. To exemplify this in the case of Airbnb, respondent 10 states: ‘’I left a review. Also because they have reviewed me’’. This indicates that the provider have showed additional effort after the transaction, which caused respondent 10 to leave a review. Respondent 6 explains another way how the provider can behave, which stimulated him to leave a good rating after a bad experience: ‘’I indicated, when we come to a good conclusion, I

would like to leave a good review on you website’’. He further explains, that because of the effort of the provider to come up with a suitable compensation, he left a review. However, it could also be the other way around: a provider demands a good review of a customer after a bad experience. As respondent 23 indicates she had written a bad review, which resulted in the provider forcing her to ‘’write another

review which was good’’ in order to receive compensation. She was not pleased as she felt like ‘’it was

a kind of bribe’’. Thus, when a customer had a good experience the provider can stimulate the customer to leave a review, when the provider reviews the customer. Additionally, in case of a bad experience, the customer can leave a positive review when the provider comes up with a suitable solution. The level of effort of the provider can be linked with the type of extrinsic motivation, introjected

regulation. Based on the interpretation of the quotes in this section, the customer might experience a feeling of guilt when he or she does not provide feedback on the online platform, because the provider has put a lot of effort into the transaction. Respondent 21 supports this as she mentions: ‘’they have

helped us with everything […] with those people I have a connection and then you want to leave a review for them’’. Also, it could be to prevent the feeling of anxiety, when the customer has bad an experience with the provider, that he or she does not want other customers to have similar experiences.