Résumé:
Online reviews have significantly transformed how consumers make decisions. With the rise
of digital platforms, people increasingly depend on others’ online opinions before choosing
products or services. Seen as more authentic than traditional advertising, online reviews greatly
influence perceptions, build trust, and guide purchasing decisions. In this context, online
reviews have become a crucial element in the consumer decision-making process, offering
insights. As more consumers rely on these reviews, understanding their influence on each stage
of the consumer decision-making process becomes essential for companies seeking to build
trust and stay competitive. This is the foundation of our research titled "The Influence of
Online Reviews on the Consumer Decision-Making Process: Case Study Heetch." The
study is structured into two main chapters. The theoretical chapter includes two sections: one
focused on the concept of online reviews, and the other on the consumer decision-making
process and its link to digital feedback. The second chapter is empirical, presenting the Heetch
company and analyzing data from our quantitative study. Our goal is to explore how online
reviews influence consumer choices in the ride-hailing industry and how Heetch can leverage
these insights to enhance its services, improve customer satisfaction, and boost its competitive
edge.
