Customer’s Reviews on the Internet - Possibility of Promotion or a Threat for Enterprises

Abstract Nowadays, many customers start looking for their dream product or service by reading reviews published about them on the Internet. The universal process of digitization and easy access to the Internet allowed for the development of this type of information source. The problem is how to classify this phenomenon, whether the reviews published on the Internet are free advertising for a given enterprise or rather a threat related to the negative attitude of customers. The aim of this paper is to analyze the respondents’ approach to publishing reviews on the products and services they purchased. The author wanted to check whether the respondents had will to share their reviews with other Internet users, why they wrote such reviews, if they wrote more often positive or negative reviews. A short online survey, which was published in the period January 2021 - June 2021, was used as a source of information. The respondents were people using both traditional shops and e-shops who wanted to share their experience in writing reviews on the Internet.