jecasc - 1:57 pm on Dec 8, 2011 (gmt 0)
it is a marketing trick mostly reserved for internet businesses (seller reviews) as I have never walked into a brick and mortar and saw reviews hanging on the front door.
In B&M stores you also have word-of-mouth recommendations. Online reviews are pretty much the same.
Also: Reviews do not only have an effect on those that read them but also on those who write them. If you provide good service and ask your customer for a review in a carefully timed and phrased follow-up email, the customer will take a short time to reflect about your business or service - which increases his future awareness for your company or brand and increases the chance of repeat business.
"Reviews" are not a "trick" but an important part of customer relation management. If you do nothing in that field you risk that only dissatisfied customers publish reviews - and on channels you do not have any control about, maybe without you even noticing. Or they rate your website when in reality they wanted to rate the product.