For the listings directory app, you can also add customized questions/ratings, by going to Configure Site > Social Networking > Social Apps Config > Listings.

This will take you to the Listings Config page:

Here, click on the Listings Types tab on the top. 

This will take you to the list of types for the Listings Directory:

Here, click on the lighter blue button for each type, labelled "Comment Fields". 

This will take you to the list of comment fields for each Listing type:

On this page, you can click the "Add Type Comment Field" button on the top right, to add customized comment fields on a type basis.

The result can be like the demo, where there are detailed ratings. and different questions for the ratings of doctors, vs Medical Supplies, for example.

Don't forget to activate the comments/ratings for that Listings category, as outlined in the article, "Adding Comments/Reviews/Ratings sections to Listings Directory App".