In a modern society, losing the support of the customer would not only inhibit the development of a company but would also make it impossible for the company to survive. The relationship between a company and its customers are now complicated and multi-dimensional.
For example, when we think about the transactions involving a product,traditionally,the only focus was on the product itself. It was just necessary to deal with those business aspects such as the demand and supply, the value, the quality and the quantity of the product.