Consumers don’t write online reviews to release anger. Instead, they keep it positive, according to a November 2014 study by YouGov. Among US internet users who posted online customer reviews, the top reason for doing so was to help others make better purchasing decisions, cited by 62% of respondents. Fully 35% shared because they thought it was polite to provide feedback, and around one-quarter wanted to let others know about their own good experience or make sure that good vendors got good business.
Meanwhile, just 13% wanted to warn readers about a bad experience, and only 12% posted reviews to “expose” bad vendors. While this is good news for businesses that don’t provide the best customer service, it also means that those who do want good reviews need to work extra hard to please customers—not just do what they need to do to get by during the purchase process. Read the rest at eMarketer.