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This study investigates the role of Google user reviews as a form of electronic word of mouth (e-WOM) in the Swiss banking sector. Analysing data from 1,794 branches across 33 banks in 2024 and 2025, the research highlights the impact of online reviews on customer trust, engagement, and local search engine visibility. Findings reveal that only 27% of branches have sufficient reviews, with just 4% rated ‘very good’. Two large banks, Migros Bank and Raiffeisen Group, lead in review volume and quality, suggesting active customer and reputation management. The study underscores the strategic importance of online reviews/recommendations for customer acquisition and retention, advocating for proactive review solicitation and response strategies to enhance online reputation and search rankings.

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Online Reviews and Electronic Word of Mouth: A Study of Swiss Banks and their Google User Reviews

  • 会议论文

  • 发表日期：

    2026年

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  • Marc K. Peter,
  • Stefan Velikov,
  • Sonja Dietrich,
  • Pascal Sollberger

摘要

This study investigates the role of Google user reviews as a form of electronic word of mouth (e-WOM) in the Swiss banking sector. Analysing data from 1,794 branches across 33 banks in 2024 and 2025, the research highlights the impact of online reviews on customer trust, engagement, and local search engine visibility. Findings reveal that only 27% of branches have sufficient reviews, with just 4% rated ‘very good’. Two large banks, Migros Bank and Raiffeisen Group, lead in review volume and quality, suggesting active customer and reputation management. The study underscores the strategic importance of online reviews/recommendations for customer acquisition and retention, advocating for proactive review solicitation and response strategies to enhance online reputation and search rankings.