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Executive Summary

Reading 4 Designing Online Review System

Nowadays, consumers like to read online customer reviews to make decisions about buying products or
services they are interested in. But since there are many comments on the platform and how much we can trust
that information. That mean the company need to build trust for customers and has a strong need to make
company reliability by looking at reviews. For example, create a review system, review rules, and have a safe
admin to prevent mistakes or fraudulent reviews. Reviews can create value for sellers and buyers, but only if
they gain a critical level of quality and quantity. The authors explain principles for setting the design choices,
incentives, and rules to help review platforms go along.
To resolve the shortage of reviews, companies can seed them by hiring reviewers or drawing reviews
from other platforms to offer incentives or pool products. To resolve the selection bias, they can require
reviews, allow private comments, and design prompts carefully. To resist fraudulent and strategic reviews, they
can set rules for reviewers and call in moderators whether they are employees, the community or algorithms.
But because nowadays there are many fraudulent review causing customers to lack confidence and be more
careful when buying products from online or others. Therefore, selling management must also create credibility
for the store, shop or company. So that customers feel trust and make a purchase. For example, the company
should show real customer reviews because most customers tend to decide from seeing reviews from people
who have bought products or services before. Therefore, showing customer reviews is another way to increase
sales and can increase reliability as well, However, the reviews used should be reviews from real customers,
buy real, and use real products by taking a picture before and after using the product or can be made into an
interview text or the company should be guaranteed reliable with a certification mark. The thing that will
convince consumers that the store's website is reliable is by looking at the trade mark or having a certification
mark from an organization that is believed to be a safe shop and reliable.
From all of the above, it can be concluded that in order to build credibility for customers, not just
customer reviews. But also taking into consideration that the company must be sincere honest in service, pay
attention to every detail of the website information, have a reliable website layout, good content in presenting
products and services, have a simple and standardized ordering and payment system, certification of electronic
commerce and provide full contact or other information. And most importantly, it is necessary to build
credibility by creating a good service history. In this case, the User Review and Rating System will have a great
influence on building credibility for new customers who have not used the service with. The company comes
first modifying online sales to be credible can be costly and time-consuming, but business owners should pay
more attention to this investment. Because it should be a worthwhile investment.