'Mutual efforts required for proper online review system'
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By Nam Hyun-woo
Consumers Union of Korea Chairwoman Kang Jung-hwa / Courtesy of Consumers Union of Korea
With online commerce platforms replacing most conventional trading activities in consumer markets in Korea, unexpected disputes between consumers and service providers are also emerging.
Social media sites have recently been flooded with postings showing cases of service providers coercing consumers into giving high ratings, or consumers demanding discounts or free gifts in return for high ratings ― raising questions over the validity and purpose of review systems.
With growing calls for systematic improvements, Consumers Union of Korea Chairperson Kang Jung-hwa says, however, further rules and regulations will discourage both consumers and sellers from engaging in ratings systems. Rather, platform providers and consumer groups should encourage both consumers and sellers to “improve their conscience” in using ratings systems, she said.
“Recent disputes over review systems on online commerce platforms are somewhat similar to the issue of malicious online comments, which became a thorny social problem,” Kang said in a recent email interview with The Korea Times. “And the two issues are somewhat similar in that reviewers are anonymous.”
In a recent case, a restaurant owner in Dongjak-gu, Seoul, died from a brain hemorrhage during a phone conversation with a call center staffer from Coupang Eats over a customer's complaint. The owner had a dispute with the customer, as the latter gave the lowest rating to the restaurant while complaining about her ordered fried shrimp being discolored, and demanding a full refund.
Following the owner's death, some civic groups and small restaurants owners pinned the blame on Coupang Eats' contract terms, filing a request with the Fair Trade Commission for a review on the platform's terms with restaurants.
“Reviews and ratings are bound to contain subjective opinions,” Kang said. “It is very difficult to judge whether a consumer complaint is legitimate or not. We have all seen that blocking comments is not the golden solution in handling malicious online comments, so blocking complaints is not the best option. Reviews and ratings remain as precious information for consumers and an important promotional tool for sellers.”
She stressed efforts from all related parties ― consumers, sellers and platform operators ― are required to prevent similar disputes from recurring.
“Consumers should elevate their conscientiousness, and service providers should consider the review system as a tool to get legitimate appreciation for their services or products, rather than a mere tool for promotion,” she said.
Founded in 1970, the Consumers Union of Korea is the country's oldest private organization among those aimed at promoting consumer rights. Since its establishment, the union has been running various education campaigns and monitoring programs, as well as serving as a communication channel between consumers and large businesses.
“As many consumer activities take place online these days, our focus is now on service, rather than products,” Kang said. “Unlike conventional products, it has become more complex for customers to have a proper understanding of their rights related to various services, especially in the fields of communications and finance.”
She said the union is now running a sub-organization of university students interested in consumer rights activism and helping them explore new consumer issues and solutions which has come on the heels of the growth of online platforms.