Naver released the “D-Place Report 2022 Part 2” based on the research results of Professor Byung-Jun Yoo’s research team from Seoul National University analyzing “the effect of Naver Place Review on the improving business performance”. In the “Part 1” report released in December last year, it was revealed that various technology solutions provided by Smart Place such as “Naver Reservation” have the effect of attracting customers and increasing sales. .
The D-Place report has been published since 2021 with the aim of confirming the usefulness and value that the platform offers to local operators through empirical data-based analysis, and establishing the platform’s role and direction. of the development of the solution.
The research team analyzed the relationship between Naver Place Reviews and local business growth, and investigated satisfaction with Place Reviews. The survey was conducted on a total of 109,463 companies in the following sectors: ▲restaurants ▲beauty ▲accommodation ▲photo studios ▲exercise facilities ▲travel and attractions, and 876 business operators participated in the satisfaction survey.
As a result of the study, on-site reviews had a positive effect on actual visits by potential customers to local businesses. As the number of place reviews increases, ▲ the number of users browsing the business page ▲ the number of views (PV) increases, ▲ the number of users who find a route ▲ the number of users who register a place, the number of users who share places, ▲ the number of users who make phone calls, etc. revealed
The research team said, “Naver has been researching for many years different ways to secure reviews as authentic information and increase user trust. This means that reviews serve as practical information.”
In fact, in order to reduce fake reviews and increase the reliability of reviews, Naver revamped its system in 2019 to allow users to write reviews after visiting authentication. Additionally, in 2021, star ratings were removed and “keyword reviews” were introduced to reduce malicious review ratings and revive reviews as information featuring business characteristics.
In particular, the extent to which location reviews have a positive effect on business growth was found to be greater for SMEs than for franchises. In metrics that can measure customer visits, such as PV and referral, which increase with on-site reviews, SMBs showed an average increase of 1.5 times that of franchise companies.
The research team also analyzed local operators’ satisfaction (usefulness) with Naver Place reviews. As a result, business operators felt a high level of satisfaction with a score of 3.67 or more (out of 5 points) for on-site reviews, and the reason was “because it’s useful for the operation of the company”. Specifically, Place Review’s merits were cited as ▲ increasing sales, securing new customers, helping to manage existing customers, and ▲ increasing online brand awareness.
In particular, the satisfaction with the keyword review system compared with the star rating review system in the past was also studied, and the operators gave ‘satisfaction with the reviews of the Keywords vs. Star Rating’ at 3.77 points, acknowledging that keyword reviews were more effective.
The reason was that ▲ the personality of the company is revealed in the review ▲ the quality of service can be improved by using the selected keywords as customer feedback. The diversity of review keywords and the ability to set appropriate keywords for each store were identified as areas that need to be completed.
Lee Yung-seong, Head of Naver Place Review, said, “Naver has conducted various industry attempts, hoping that place reviews will serve as a space where customers and operators meet and communicate about the experience of visit a company, not a He said: “It is significant to see that the elements of the examination of the places, which have been thought out and deduced by consulting with many users and SMEs, help companies to develop and offer a satisfying exam experience. »
editor@itworld.co.kr
