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2) When it comes to dealing with customers, there can be different overall positions. In recent years the position to build and maintain profitable relationships with customers has became very strong. Imagine you own a caf in Bahrain together with a friend. You are fully focused on your customers and the main goal for you is that your customers are coming back and buy their next coffee also at your caf store. You suggest to your friend that it is very important to keep in constant contact with the customers and put a strong emphasis on services (=relationship orientation). Your friend is more sceptical. She argues that this is too expensive and anyway, the most important thing is to sell coffee. It doesn't matter so much if it is the Page 2 of 4 DIN: RUW-SNT-T-035 EXAMINATION QUESTION BOOKLET RN: 04 ED: 18/02/2016 same customer or a new one. It only matters if the coffee is good, and this should be the main focus (=transaction orientation). a) Describe what your relationship orientation would mean in praxis for your caf business. Describe what things would you do to improve and maintain good customer relationships? Critically analyse the main differences to the suggestions of your friend (transactional orientation) (20 marks) b) Develop an argument: What can you say to your sceptical friend to convince her, that the relationship orientation can be much better for the cafe business, then the transactional orientation? (10 marks)