Effect of online reviews on customer purchasing decision and the company’s sales : a case study on Laviss Lifestyle Oy (Laviss.fi)
Adhikari, Reetika (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120533094
https://urn.fi/URN:NBN:fi:amk-2025120533094
Tiivistelmä
This thesis investigates how customer feedback posted online shapes purchasing decisions and influences the sales performance of Laviss Lifestyle Oy, a Finnish e-commerce business operating through Laviss.fi. The work focuses on understanding how customers interpret and use electronic word-of-mouth (e-WOM) when evaluating products in digital shopping environments.
The research uses a mixed approach, combining a survey of forty respondents with insights from a managerial interview. The survey examined how often customers read reviews, how much they trust them, and how these perceptions guide their choices. The results show that online reviews are deeply embedded in the decision-making process: respondents used them regularly to gauge product reliability, assess quality, and gain confidence before purchasing. Honest and detailed reviews were found to increase trust, while unclear or unbalanced feedback raised doubts.
The findings indicate that customer reviews have a noticeable effect on both consumer behaviour and the company’s overall performance. For a small business such as Laviss Lifestyle Oy, adopting structured practices for encouraging, monitoring, and responding to reviews can help build credibility, support customer satisfaction, and contribute to steady sales growth.
The research uses a mixed approach, combining a survey of forty respondents with insights from a managerial interview. The survey examined how often customers read reviews, how much they trust them, and how these perceptions guide their choices. The results show that online reviews are deeply embedded in the decision-making process: respondents used them regularly to gauge product reliability, assess quality, and gain confidence before purchasing. Honest and detailed reviews were found to increase trust, while unclear or unbalanced feedback raised doubts.
The findings indicate that customer reviews have a noticeable effect on both consumer behaviour and the company’s overall performance. For a small business such as Laviss Lifestyle Oy, adopting structured practices for encouraging, monitoring, and responding to reviews can help build credibility, support customer satisfaction, and contribute to steady sales growth.