Customers are important components of every business venture. A business must understand and appreciate the role and place of its customers in order to breakthrough. Most businesses are constantly seeking new customers. But rather than seeking new customers, businesses could leverage on customer loyalty and perpetuate their already existing customers.

In the 21st century, customers are no longer passive onlookers, they are active participants in businesses. The internet has armed even the least of all customers with the ability to influence and impact on businesses, whether positively or negatively. The earlier businesses recognize the power wielded by their customers, the better for them. Customers can influence a business primarily through their customer reviews and ratings. The power of customer reviews cannot be overemphasized. It can down throne a thitherto flagship business within a twinkling of an eye and it can make a startup suave and debonair.

Restaurant businesses, just like any other business, are greatly influenced by what the customer says. An online customer review is important because it shapes the mental picture potential users will have about your business and your brand; it also determines if potential customers will leverage your service or not. According to a Zendesk survey, positive online reviews influenced the buying decision of 90% of the participants while negative reviews influenced the buying decision of 86% of them.

A lot of money is spent by marketers in campaigns and efforts to market products and services to customers. The primary objective of most marketing effort is to gain customer loyalty. Several analyses on customer loyalty of customers both within and outside the United States abound. For instance, statistics show that 84% of U.S. adults are loyal to their retailers while 82% are loyal to their brands. However, it appears that customer loyalty is somewhat overrated.