Third-Party Rating Services: A Seal of Approval
Another approach to the trust issue involves third-party rating services. Third-party agencies, such as TRUSTe, provide independent verification that a company is acting responsibly. TRUSTe is a nonprofit privacy initiative that has developed a third-party oversight “seal” program. The seal alleviates users’ concerns about on-line privacy and establishes Web site credibility through a complex assurance process. TRUSTe does not directly recommend products. Rather, it evaluates the overall privacy of a site so such as BizRate, ask customers to rate a Web site after they have made a purchase. Customers rate the Web site experience and their satisfaction with delivery. BizRate aggregates this information, presenting customer satisfaction ratings for participating retailers.