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HTH102 Service & Professionalism Mid-term winter, 2001 Question One As with every purchase decision, individuals prefer to do business with people they like, with people who seem genuinely interested in them and with people who really care about their concerns. Today, it is more important than ever that businesses recognize and appreciate that they must build rich, quality relationships with their customers and must orient their businesses around assuring outstanding customer delight. By increasing customer delight and …

…best loyalty program in the world the customers will only remain loyal if they are completely satisfied. Companies can not give away customer points in order to make up for neglecting the basics the first time. Only when the company shows outmost quality in the basics the first time and has a recovery process for customers with bad experiences, then they can offer successful frequent buyer programs resulting in a high level of customer loyalty.