Naver (NAVER(035420)) recently fully reinstated the star rating system in its map service, drawing both praise that access to information has become easier and backlash over growing concerns about so-called "malicious reviews."
While some say Naver need not be an exception when other map and platform services such as Google run star rating systems, others note that a single star rating could have an outsized impact on small self-employed businesses' sales given the influence of Naver, Korea's largest map service.
◇Star ratings revived after five years… Naver said it will raise review reliability
According to the industry on the 26th, Naver has resumed operating the star rating feature in its "Smart Place" map service. It has been about five years since, after the so-called "star rating attacks" controversy in Oct. 2021, star ratings were restricted to be visible only to consumers and business owners.
At the time, some consumers' malicious reviews sparked social controversy. A representative case involved repeated 0.5-star reviews of a kimbap shop because an employee was wearing a luxury brand bag and shoes. Naver subsequently tightened measures, such as requiring a photo of a receipt to write a review, but debate continued over the possibility of receipt manipulation.
With the revival of star ratings, policies were also prepared to raise review reliability. Naver limited users to editing the content and star rating only within three months after writing a review, and decided to restrict actions that undermine review reliability, such as giving an excessively low rating without reasonable explanation.
◇"No time to read all the reviews"… consumers welcome the return of star ratings
Consumers are generally welcoming the return of star ratings.
Kang, a 26-year-old office worker living in Dongjak District, Seoul, recently started using Naver Map again instead of other map services. Kang said, "Realistically, it's hard to read reviews one by one, so I've mainly used apps with star rating features," adding, "Now that the ratings are visible again, it's easier to choose restaurants or cafes."
Some self-employed owners say star ratings and reviews translate into actual visits. A business owner in their 60s who runs a sundae soup and rice restaurant in Songdo, Incheon, said, "Many customers say they came after reading Naver reviews," adding, "Star ratings and reviews seem to have a promotional effect on their own."
In the industry, some view Naver's policy shift positively because star ratings are a representative piece of information consumers can refer to when choosing a store. Since star ratings have effectively become a basic feature on other map and platform services, it is seen as expanding consumer choice.
◇"One star can rock sales"… self-employed owners worry about malicious reviews
Self-employed owners, on the other hand, say they cannot simply welcome the return of star ratings. Kim, a 30-year-old who runs a Korean-style pub in Mapo District, Seoul, said, "At small establishments, a single star-rated review can decide a month's sales," adding, "I feel pressure over each review, worrying a low rating might be posted."
There is also concern that competition to earn high ratings could lead to increased service expense. Han, who has run a naengmyeon specialty restaurant in Songpa District, Seoul, for nearly 10 years, said, "Competition is intensifying with events like offering drinks to get 5-star reviews," adding, "The star-rating race could ultimately become a burden on self-employed owners."
There are also concerns about customers who repeatedly leave low ratings. On the 22nd, a post in a self-employed owners' community said a "low-rating reviewer visited the store," among other posts reflecting owners' anxiety over low ratings and reviews.
The Korea Federation of Micro Enterprise (KFME) criticized Naver's revival of star ratings, saying it is "once again pushing micro and self-employed business owners into the yoke of endless competition and 'gapjil.'" It also called for introducing a function to hide individual star ratings and for immediate punitive measures against malicious reviews.