Reviews komen steeds vaker voor en voor bijna elk product kun je een review vinden. Veel online webshops geven gebruikers de mogelijkheid om na het bestellen van een product er een review over te schrijven. Een review kun je dus zien als een kritische beoordeling van een product. Een review helpt andere mensen om een beeld te krijgen van een bepaald product of een winkel. Deze review kan ertoe bijdragen dat klanten ervoor kiezen om te shoppen in jouw winkel of om een product te kopen die jij aanbiedt. Reviews, zowel positief als negatief, beïnvloeden de klanten in hun keuzes. Consumenten lezen eerder een review van andere gebruikers omdat ze die eerlijker vinden dan een reclame. Reviews hebben namelijk een impact op het koopgedrag van consumenten. Door hun ervaringen te delen met anderen geven consumenten belangrijke informatie door van een bepaald product, dienst of bedrijf.Een review is dus een belangrijk middel om (potentiële) klanten te helpen bij het maken van een goede keuze. Daarom zijn voor bedrijven reviews en ervaringen heel belangrijk.
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Positieve reviews zijn goed voor de zaken. Bovendien leiden veel reviews tot een grotere naamsbekendheid. Tegenwoordig kun je overal reviews plaatsen. Op de website van het bedrijf zelf, maar ook op social media kanalen zoals Facebook. Wanneer je over een bedrijfspagina op Facebook beschikt kunnen gebruikers ook een review op jouw pagina achterlaten. Deze reviews nemen een belangrijke plek in op je Facebook bedrijfspagina dus. Een goed review kan dus ten goede werken voor je bedrijf. Eén van de eerste plekken waar een bezoeker meestal kennis maakt met je bedrijf is Google. Als er dus goede reviews van je bedrijf te lezen zijn, zal dit sneller een goede indruk geven bij bezoekers. Wanneer je als bedrijf je reviews verzamelt krijg je een beter inzicht in wat klanten belangrijk vinden. Je kunt je diensten en producten hierop dus aanpassen.
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