Fraudulent or self-serving reviews can hamper platforms’ efforts to build trust. Reviews can be misleading if they provide an incomplete snapshot of experiences. If reviews on a platform are all positive, for example, people may assume that the items being rated are all of high quality-or they may conclude that the system can’t help them differentiate the good from the bad. And some amass many reviews but fail to build consumers’ trust in their informativeness. Reviews also create a feedback loop that provides suppliers with valuable information: For example, ratings allow Uber to remove poorly performing drivers from its service, and they can give producers of consumer goods guidance for improving their offerings.īut for every thriving review system, many others are barren, attracting neither reviewers nor other users. This effect is greater for independent businesses, whose reputations are less well established. For example, research by one of us (Mike) found that higher Yelp ratings lead to higher sales. Trustworthy systems can give consumers the confidence they need to buy a relatively unknown product, whether a new book or dinner at a local restaurant. Managed well, a review system creates value for buyers and sellers alike. retailers-now maintain review ecosystems to help customers learn about their offerings. More broadly, a growing number of organizations-ranging from Stanford Health Care to nine of the 10 biggest U.S. Review systems play a central role in online marketplaces such as Amazon and Airbnb as well. Online reviews are transforming the way consumers choose products and services: We turn to TripAdvisor to plan a vacation, Zocdoc to find a doctor, and Yelp to find new restaurants.
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