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Word-of-Mouth (WoM) communication, via online reviews, plays an importantrole in customers' purchasing decisions. As such, retailers must consider theimpact of WoM to manage customer perceptions and future demand. In this paper,we consider an online shopping system with premium and regular customers.Building on the behavioral and operations management literature, we modelcustomer preferences based on the perceived service quality indicated by WoMand integrate this into the retailer's operational problem to determine ashipment policy. First, we study the e-tailer's problem when she has noknowledge of WoM, and only reacts to the changes in demand. We analyze thelong-term behavior of customer demand and show that potential market size andcustomer sensitivity are the key parameters determining this behavior. Then, webuild a model to integrate knowledge of WoM into operational decision makingand partially characterize the optimal solution. We show that (i) beating thecompetition in the market may not always benefit the company under strictoperational constraints as it can result in undesired customer switchingbehavior, (ii) relaxations in operational constraints may hurt profitabilitydue to the associated difficulties of managing perceptions, and (iii) seeking astationary policy can lead to suboptimal solutions, therefore cyclic policiesshould also be considered when appropriate.

Word-of-Mouth on Action: Analysis of Operational Decisions When Customers are Resentful