It makes a difference when you get positive feedback from your customers. When I worked in the bookstore we made an effort to keep track of good responses, especially when we did the occasional survey, and asked customers about our good and bad points. I’m pleased to say that our percentage of good comments was vastly higher than our percentage of bad ones. So we must have been doing something right!
I noticed the same sort of thing on a site for network cables where they’ve got a page of customer comments. It’s great when a business can not only receive those sorts of comments, but be able to place them in public view. There’s almost no publicity as good as a testimonial whether it’s for network cables or books or ripe bananas!