Zion & Zion Study Reveals Anatomy of 1-Star and 5-Star Home-Services Reviews

TEMPE, Ariz. (Sept. 4, 2019) – To help home-service companies better understand their customers that write online reviews, the market research team at Zion & Zion, a top-ranked, full-service, national marketing agency, conducted a multifaceted deep-dive into the review ecosystem.

The findings of Zion & Zion’s research have implications for the managing and marketing of home-service companies:

  • 73%—nearly three of every four reviews in the wide-ranging study—were 5 stars, the highest rating. Only 17% were 1-star reviews.
  • 39% of 1-star reviews complain that home-service companies are late, never arrive or change appointment times.
  • More than 75% of 5-star reviews mentioned the home-service company technician by name, demonstrating the importance of a personal connection between the home-services technician and the customer.

The full research report is available here: The Anatomy of 1-star and 5-star Home-Services Reviews: 146,430 Reviews Examined

To fully understand the online review community, the Zion & Zion research team conducted a statistical analysis of 146,430 Yelp home-service company reviews and then performed a manual content analysis of more than 1,000 of these reviews. Authors of the study are Aric Zion, MS; Nicole Ellis; and Thomas Hollmann, MBA, PhD.