Impact of Online Client Reviews on Sales Performance of Online Stores

Abstract

Customer opinions have a profound impact on both business organizations and customers. This research is focused on validating the impact of online client reviews on sales performance of the online stores based on an evidence-based approach. The research has been carried out as a systematic review which is a review of recently published academic research articles with the purpose of synthesizing current knowledge of the field of online client reviews. 15 quality journal articles published in Emerald and Elsevier have been analysed to reach the proposed objectives. This research fills the identified research gap by reporting a rich conclusion with the support of identified evidence followed by implications and logical recommendations. The findings of this review show that online client reviews play a critical role in today’s online businesses and it has two main categories namely numerical reviews and textual reviews. Further, it has been found that both numerical and textual reviews are positively correlated with sales performance. Hence, the overall impact of online client reviews on sales performance is positive. It has concluded that textual reviews have a greater influence on the sales performance of online stores.