Averaged rating systems, used by platforms such as Uber, Lyft, and DoorDash, present an overall score that aggregates all individual ratings. Over a series of nine experiments, researchers found that the way low ratings are communicated shapes user experience and behavior in a number of ways. Their findings offer implications for companies choosing between incremental or average ratings systems.Rating systems, integral to the platform economy, profoundly influence human behavior and choice.
Platforms like Uber, Airbnb, Turo, and Upwork rely on these systems not just as reflections of past performance, but as proactive tools for ensuring quality and encouraging proper conduct on both sides of a transaction from service providers and users .is a professor of marketing at EDHEC Business School. His research focuses on customer experience, frontline service technologies, and circular services.is an associate professor of marketing at RSM Erasmus University.