One problem with the review system is that there are a large number of people who only write bad reviews.
They look for things to complain about and omit any positive experiences from their review. Unfortunately, a company cannot do anything about these types of reviews as the things being complained about are usually true. They are just mentioned in an extremely one-sided review that paints the company in a bad light.
There’s a big difference between someone abusing the online review system for personal gain, or just to be spiteful, and a genuine review by someone who just likes to have a moan about everything.
Looking at hotel or restaurant reviews will give you an example of the types of things people complain about. There have been reviews about all-inclusive holiday resorts not serving enough food, despite the fact they offer several different cuisine options in a buffet style.
This is usually because the person writing the review wanted to find something to moan about, so chooses the fact the hotel served chips every night.
That person probably could have found several positive things to say and upped their star rating, but it wasn’t in their nature.
But, this problem is caused by a minority of people and not everyone writes bad reviews just for the sake of it. For the most part, people realise that writing a review allows others to get an idea of the type of service they will receive and try to make reviews as honest as possible.
If everyone wrote a bad review, no business would ever attract any customers.