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With the use of three examples discuss the usefulness of online rating systems. Rating systems are becoming increasingly influential, with more and more people making decision about purchasing of different products and services based on the others opinio

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Introduction

With the use of three examples discuss the usefulness of online rating systems. Rating systems are becoming increasingly influential, with more and more people making decision about purchasing of different products and services based on the others opinions provided in the form of online word of mouth, be they written by experts or simply by fellow shoppers. The usefulness of the rating systems should be evaluated carefully since it is generally not known to what extend ratings are truthful and compliant. This essay will look at three different examples, which are Trip Advisor1, Amazon2, and Premier Inn3 with regards to customers and businesses in order to evaluate the usefulness of online raring systems. There are different types of rating systems available online which vary from being qualitative such as written reviews and comments, which are regarded as a most powerful technique for the use of word-of-mouse, or quantitative ratings such as stars or likes, which in order might use single overall rating or rating of multiple dimensions of the product or service, or a combination of both. When thinking about myself I rarely do pay attention to the stars rating. First of all I do believe they do not show the full picture and therefore the need for review is essential to prove the argument for given scores for the product. After looking at research I found that this is true for the majority of people, as there is evidence that consumers read the text of online reviews rather than rely solely upon such summary statistics as star rating4. ...read more.

Middle

Although there are a number of bad practises shown in news, people still find reviews on amazon quite influential and useful, providing the top amazon reviewers are trusted by many customers22. Trip Advisor according to Advertising Standards Authority can no longer claim all its reviews are "honest", "real" or "trusted"23. The company like amazon was represented in the news in a negative way, which should undermine the site's reputation. On the other hand the site is very successful and attract lots of customers. Moreover, most of the people who read online reviews do understand the presence of information bias. With the number of users increasing as well the number of partnerships which are based on representation of featured information from Trip Advisor on others websites, shows that the use of reviews is useful and helpful tool not only for customers to decide where to go and how to plan their holidays but also for businesses to increase their popularity and revenues as well as to improve their businesses24. For example, by signing to the Trip Advisor management centre the company gives opportunity to increase business popularity rating on the website by getting more reviews. There are number of filtering measures undertaken by Trip Advisor, and if the businesses do not agree with the review they can ask for investigation. Moreover, businesses have an option to write their side of the story, which proves to be helpful for many travellers, since seeing the manager's response to the bad review makes them more comfortable with making decisions.25 Ingrid Jeacle ...read more.

Conclusion

Historian Orlando Figes admits posting Amazon reviews that trashed rivals. 2010. [Online]. [Accessed on 15th March 2012]. Available from World Wide Web: http://www.guardian.co.uk/books/2010/apr/23/historian-orlando-figes-amazon-reviews-rivals 23. The Guardian. TripAdvisor under fire for 'real traveller' contribution claim. 2012. [Online]. [Accessed on 15th March 2012]. Available from World Wide Web: http://www.guardian.co.uk/media/2012/feb/01/tripadvisor-criticise-honest-contribution-claim 24. The New York Times. Amazon Glitch Unmasks War Of Reviewers. 2004. [Online]. [Accessed on 15th March 2012]. Available from World Wide Web: http://www.nytimes.com/2004/02/14/us/amazon-glitch-unmasks-war-of-reviewers.html?scp=6&sq=amazon+book+reviews&st=nyt 25. The New York Times. In a Race to Out-Rave, 5-Star Web Reviews Go for $5. 2011. [Online]. [Accessed on 10th March 2012]. Available from World Wide Web: http://www.nytimes.com/2011/08/20/technology/finding-fake-reviews-online.html 26. The Telegraph. TripAdvisor to remove new ratings system following criticism. 2012. [Online]. [Accessed on 2nd March 2012]. Available from World Wide Web: http://www.telegraph.co.uk/travel/travelnews/9118984/TripAdvisor-to-remove-new-ratings-system-following-criticism.html 27. TripAdvisor. 2012. [Online]. [Accessed on 15th March 2012]. Available from World Wide Web: <http://www.tripadvisor.com/> 1 http://www.tripadvisor.com/, 2012 2 http://www.amazon.com, 2012 3 http://www.premierinn.com/en/, 2012 4 Chevalier and Mayzlin, 2006 5 Decker, 2007 6 Freedman, 2008 7 Wu, 2010 8 Yoo and Gretzel, 2009 9 Nan Hu, Paul A. Pavlou, Jennifer Zhang, 2006 10 Oliver Smith, 2012 11 comScore Media Metrix for TripAdvisor Sites, Worldwide, July 2010 12 http://www.comscore.com/, 2011 13 Bickart, B., & Schindler, R.M., 2001 14 Myle Ott, Claire Cardie, Jeffrey T.Hancock, 2011 15 http://www.dailymail.co.uk/news/article-1393412/Amazon-TripAdvisor-centre-scandal-companies-post-fake-reviews.html?ito=feeds-newsxml 16 Emily Witt, 2011 17http://www.cincinnatibeacon.com/index.php?/contents/comments/amazon.com_rave_book_reviews_too_good_to_be_true/, 2010 18 Amy Harmon, 2004 19 Richard Lea and Matthew Taylor, 2010 20 George Lowery, 2011 21 http://www.amazon.co.uk/gp/vine/help, 2012 22 Trevor Pinch and Filip Kesler, 2011 23 Steven Morris, 2012 24 http://www.gotimeshare.org/news-items/715.aspx, 2012 25 Karen Plumb, 2012 ?? ?? ?? ?? ...read more.

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