Customers tend to do business with a company because it is convenient. It is a habit, or they are looking for particular product or service that it is hard to find elsewhere.

In today’s highly competitive market, differentiation from competitors through products and services alone is not possible. Although the organization can continue to innovate but any new product can be quickly imitated. Organizations are not judged by what it produces or sells, as much of the quality of experience that the organization provides to their customers; this is really what differentiates it from their competitors.

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