Instructions Answer all Question 1 Reichheld's analysis showed that the cost of acquiring new customers was on average five times the cost of maintaining established customers. a) Identity and discuss four additional reasons why customer loyalty is important to businesses. (12 marks) b) For a business of your choice, discuss three ways in which customer loyalty can be built. (10 marks) c) Explain Mystery shopper and "moment of truth" (18 marks) Question 2 a) Outline five ways in which Internet-based businesses can establish a competitive advantage based on service excellence. Give examples to support your answer. (15 marks) b) Discuss five disadvantages of delivering customer service via the Internet. (15 marks) Question 3 Use at least six (6) points to explain, why the power of customer is on the increase in contemporary marketing environment (30 marks)