Chapter 2: Value, satisfaction and customer loyalty
A Global Perspective
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I have recently changed the servicing of our car company because we have moved the office to a more distant location. The car company was a family-run business which repaired our cars for years. We got to know the owner and the management team quite well. Lately, the car company increased their prices for the services they provided in an attempt to ‘modernize and remain competitive’. As a result, I decided to go to another car company that provided services at a national level, with branches all over the country, one of which was also close to our new office. Initially, they seemed to offer more competitive prices and my neighbor recommended them due to their modern organization, office design and hospitality (apparently, they offered him free coffee/tea as well as access to computers with internet connection while he was waiting). It was a hot summer day when I had to make a long business trip, and on the way my car suddenly slowed down, and an orange light suddenly started to flash on the control panel of the car. I was both furious and anxious. I had no idea what this light meant, or what to do to fix it.

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