management consultants made the argument that if businesses are fully attentive to customers, then everything else, including profits, will fall into place. The customer is conceived as constantly calculating satisfaction utilities; ‘’We can think of customer as carrying around a kind of ‘report card’ in his or her head, which is the basic of a grading system that leads the customers to decided whether to partake of the service again or go elsewhere’’ (Albretch and Zemke 1985, 32). The customer is clearly a construct derived from the classic model of economic man.