What Prevents Negative Reviews and Attracts Positive Ones? 'Customer Service' is Key, More Than Product Strength. A Survey Reveals Points to Maximize Review 'Quality' and 'Quantity', and a System to Turn Repeaters into Fans.

Ixius Inc. (Headquarters: Chuo-ku, Tokyo; President and CEO: Takashi Naito), provider of the AI-powered information dissemination and analysis platform 'STOREPAD,' conducted a 'Survey on Review Posting Behavior' targeting men and women aged 21-59 residing in the Tokyo metropolitan area (one metropolis and three prefectures).

The survey revealed that approximately 70% of those with review posting experience continue to post at least once every six months. It also became clear that the motivation for giving low ratings stems more from 'staff attitude and insincere responses' than from product quality.

Survey Results Summary

- About 70% of experienced posters continuously post at a frequency of 'at least once every six months.' - The top motivation for low ratings was 'staff attitude' at 46.7%, surpassing product quality (40.7%). - One in four people answered that they 'would agree to post a review if politely asked by the store.'

Survey Results Highlights

### ■ Frequency of Online Review (KUCHIKOMI) Posting

A survey of those with online review posting experience showed that the 'high-frequency group' who post at least once a month (36.0%) outnumbered the 'low-frequency group' who post 'about once a year' or less (27.7%) by 8.3 percentage points.

Furthermore, the group posting at least once every six months, including 'about once every 2-3 months' and 'about once every six months,' accounted for about 70%.

### ■ Motivation for High-Rated Reviews

The top three motivations for high-rated reviews were 'service or surprises exceeding expectations' (46.7%), 'quality of finish, food, or product' (44.3%), and 'staff attitude' (40.0%). On the other hand, 'coupons or special offers' (29.3%) and 'a desire to support the business' (27.3%) were secondary motivations, while the proportions for 'individualized consideration' (15.0%) and 'requests from staff' (13.3%) were relatively low. However, as mentioned later, the way a request is made can influence whether or not someone posts a review.