主讲人：冯娟，香港城市大学商学院资讯系统学系教授，兼商务信息系统理学硕士项目负责人。1998年获得中国人民大学经济系本科学历，2003年获得宾夕法尼亚州立大学商学院工商管理博士与运筹学博士双学位。现从事的教学与研究领域是信息系统经济学、定价、广告、在线评论与口碑等，已在商学院国际顶级期刊上发表多篇论文，包括Management Science（MS）、Information Systems Research（ISR）、Journal of Management Information Systems（JMIS）、Marketing Science、Production and Operations Management（POMS）、Informs Journal on Computing（JOC）等。曾获得香港城市大学校长奖、香港城市大学商学院优秀研究奖等多个奖项，负责多个国家自然基金、香港政府优配研究金、香港城市大学研究金等项目。现担任Information Systems Research副编辑、Electronic Commerce Research and Applications资深编辑，同时也是Operations Research、MS、MISQ、POMS、JMIS等多个期刊评审人。
讲座题目：Review for Professional Service: A Blessing or Curse?
讲座摘要：This paper proposes a theoretical framework to understand how reviews for professional services, such as those provided by physicians or lawyers, differ from reviews for traditional products. Professional services have certain unique features compared to traditional products such as: (1) customers usually do not have the expertise to judge the effort or quality of the service provider; (2) the outcome of the service depends not only on the provider, but also on the customer. For example, whether a disease can be treated depends not only on the physician’s effort, but also on the complexity of the disease and the patient’s situation; (3) while customers usually lack the professional knowledge to evaluate the quality of the service other than observing the outcome, service providers can often choose which customers to serve and thus avoid certain customers. Such features make it inappropriate to interpret the reviews for service the same way as the review for commodity.
More specifically, we examine whether and when online reviews for professional service can help differentiate service providers (SPs) with different quality levels. We find that when customers rely on online review to choose SPs, customers who are less likely to produce desirable review outcomes may not be. To help resolve this problem, the platform can employ different policies. One policy, forbidding the service provider to reject customers, can effectively reduce the size of “lost” customer, while customers may still suffer from undifferentiated service providers. The other policy, educating more customers to make correct choices, may not make the market more differentiated or it may not completely avoid customers being refused.