Claiming a business profile on an online review platform such as Yelp may trigger an unexpected drop in customer ratings alongside a surge in detailed negative feedback, according to new research from Florida International University. The study suggests that while many owners assume taking control of their page will enhance reputation and engagement, the reality can be far more complicated, particularly in the months following the claim.

Led by Jong Youl Lee, the research found that once businesses officially claimed their pages, average ratings fell by more than ten per cent. This decline was primarily driven by a noticeable increase in one-star reviews combined with a reduction in five-star ratings. Even more striking was the durability of the effect, with lower ratings persisting for over a year after the page was claimed.

The researchers also observed that negative reviews became significantly longer and more direct. Customers were more likely to address owners or managers personally, often describing service failures in detail and using stronger critical language. At the same time, expressions of positive sentiment declined, suggesting that dissatisfied customers were becoming more vocal while happier ones were not increasing their praise at the same rate.

According to the study, the underlying mechanism is rooted in how consumers interpret the “claimed” status. When a business visibly controls its page, customers perceive that the owner is paying attention and may be open to responding. This perception appears to motivate unhappy customers who might otherwise remain silent to speak up, demand accountability, or seek some form of remedy through public feedback.

Many popular platforms beyond Yelp — including TripAdvisor and Yellow Pages — encourage owners to claim their listings by offering features such as photo management, analytics, and the ability to reply to reviews. While these tools can be valuable, the research suggests they also change customer behaviour in ways that may amplify criticism, especially for small businesses without the time or staff to manage online interactions actively.

Drawing on a large dataset of newly opened restaurants across major metropolitan areas, the team compared ratings before and after pages were claimed, while also analysing the language used in reviews and testing how consumers interpret claimed badges. The broader lesson, the researchers argue, is that claiming a page should be treated as a strategic decision rather than a harmless formality. For business owners, the key is readiness: taking control can unlock powerful customer engagement tools, but only for those prepared to monitor feedback closely and respond thoughtfully once the spotlight becomes brighter.

More information: Jong Youl Lee et al, To Claim or Not To Claim? Hidden Costs of Business Page Claiming, Information Systems Research. DOI: 10.1287/isre.2024.1305

Journal information: Information Systems Research Provided by Florida International University