In Online Reviews They Trust
Online reviews are the second trusted source of information after recommendations from friends and family. Nielsen’s 2015 survey showed that 66% of their global sample trusted online reviews.1 Another study showed that they influenced people’s perceptions of the physician’s technical and social skills and, consequently, their willingness to choose a physician over another.2
The Benefits of Online Reviews When They Are in The “Shopping Process”
Numerous studies have validated the influence of online reviews at the pre-purchase and purchase stage. Indeed, they influence sales, purchase intentions, product consideration and more.3 They are even more important for service providers than for retailers. Indeed, services are less tangible and more variable in nature than products. So, consumers perceive higher risks associated with the consumption of a service than a product: they want to make sure they’re making the right decision.4
Online reviews and other forms of word-of-mouth are even more important when the service involves high competence (e.g. for health care services).5 This makes sense! We don’t shop for a chiropractor, for a physiotherapist or for other health professionals the same way that we do for…a shirt, for example.
The Benefits of Online Reviews After They Had Their Appointment
Online reviews don’t only matter at the pre-purchase and purchase stages; they also matter at the post-purchase stage. 40% of people read online reviews for a product AFTER the purchase!6 Why? They want to reduce cognitive dissonance.7 Cognitive dissonance occurs when one cognition (e.g. a knowledge, an opinion or a belief) is in conflict with another. An example of cognitive dissonance is when the part of our brain that wanted to purchase the product is in conflict with the part that experiences regret.8 Therefore, you also want your clients to read good reviews about you after their appointment. You don’t want them to hold any regret in choosing you over other professionals. This way, you increase the likelihood that there will be repeat business. You also put the odds on your side, since they are likely to leave a positive review as well.
How to Gain More Reviews
Reviews are important for your business. GOrendezvous helps you do just that!
We invite each client to rate their experience after their appointment. Our statistics show that 40% of clients leave a review!
Your overall rating will appear on: your GOrendezvous homepage, the GOrendezvous search page, as well as on Google searches!
Your GOrendezvous homepage
- GOrendezvous search page
- Google searches
Log in your account now and make sure the option "Send [the thank you email - reviews & ratings] automatically after an appointment" is put at "yes". If you don't have a GOrendezvous account yet, you can start your free 30-day trial here.
Time to get good reviews and drive more customers to your business!
1 Nielsen. (2015). Global Trust in Advertising. Retrieved from https://www.nielsen.com/us/en/insights/report/2015/global-trust-in-advertising-2015/.
2 Li, S., Lee-Won, R. J., & McKnight, J. (2019). Effects of online physician reviews and physician gender on perceptions of physician skills and Primary Care Physician (PCP) selection. Health communication, 34(11), 1250-1258.
3 Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261-1270.
4 Bawa, A., & Kansal, P. (2008). Cognitive dissonance and the marketing of services: Some Issues. Journal of Services Research, 8(2).
5 Kim, Y. S. (2011). Application of the cognitive dissonance theory to the service industry. Services Marketing Quarterly, 32(2), 96-112.
6 Liang, Y. J. (2016). Reading to make a decision or to reduce cognitive dissonance? The effect of selecting and reading online reviews from a post-decision context. Computers in Human Behavior, 64, 463-471.
7 Cummings, W. H., & Venkatesan, M. (1976). Cognitive dissonance and consumer behavior: A review of the evidence. Journal of Marketing Research, 13(3), 303-308.
8 Kim, Y. S. (2011). Application of the cognitive dissonance theory to the service industry. Services Marketing Quarterly, 32(2), 96-112.