$3.$ Question $3$: Chase & Dasu $(2001)$ argue in their article $$Want to perfect your company's service$$ that $$Ultimately$,$ only one thing really matters in a service encounter$$the customer$$s perceptions of what occurred.$$ They offer five operating principles, based on behavioral science, to help companies manage how customers feel when a company $$touches$[$interacts with$]$ them. Principle $4$ advises to $$Build Commitment through Choice.$$

What is the rationale $($logic$)$ behind this principle? Identify a situation and show how to apply this principle for better results.