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Ratings are the indicators of customers' satisfaction or dissatisfaction of their purchase experiences with those stores; they aren't meant to compare stores of dissimilar services or goods {e.g., store A builds systems and store B only sells parts].
Ratings are not deceptive because each company is rated on its own merits, services, and goods - one cannot compare apples to oranges. However, if you're comparing apples to apples then yes of course, the ratings will be helpful.
I.e., a person is either satisfied with what they paid for or they aren't.
Our survey questions are designed to cover all a customer's common experiences before, during, and after the purchase transaction. The survey answers provide insight as to whether that merchant is a reputable merchant, or one that would best be avoided. Always read the best detailed written opinions in addition to the scores to get a better bigger picture.
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